The reel deal? An experimental analysis of perception bias and AI film pitches

Abstract

Artificial intelligence (AI) is creating significant disruption in many creative industries, including the film industry. With increase in levels of investment in sophisticated AI technologies, film studios can potentially replace, or at least reduce, traditional roles of film professionals. Not surprisingly, such moves have been met with vocal opposition from industry associations and labor unions. In the discourse of such debate, however, limited attention has been given to consumer acceptance of AI in filmmaking. This study provides the first evidence concerning potential perception biases in the context of AI film development, related to film ‘pitches.’ Using a randomized experiment of 500 participants, we find no discernible bias related to AI-generated synopses, inclusive of AI-generated director and casting decisions. Our results suggest that consumers may be accepting of, at least, limited involvement of AI in film development.