AI in the Audiovisual Industry: Perceptions, Practices, Challenges, and Opportunities

The rapid infusion of Artificial Intelligence (AI) into the audiovisual industry marks a pivotal evolution in content creation and production methodologies. This transformation is prominently visible in Portugal, where AI’s integration has sparked significant interest among production companies, particularly within SP Televisão, which was ranked seventh among Europe’s top production companies in terms of fiction output in 2019. This chapter examines how AI technologies are reshaping the audiovisual sector through empirical analysis and original data collected from SP Televisão. The study encompasses an extensive empirical investigation involving a survey by online questionnaire and expert panels across various departments within the production house. The questionnaire, achieving a 95% confidence level, was distributed to employees to gauge their understanding and attitudes toward AI, revealing that while 51% of respondents possess basic AI knowledge, a significant 87% have never received specialised training in this area. Notably, 47% of the workforce anticipates a positive impact of AI on professional performance, particularly in automating repetitive tasks and enhancing operational efficiency. Further insights were derived from qualitative data collected during a series of five expert panels (N = 31), which discussed hypothetical scenarios involving generative AI tools, predictive analytics, and recommender systems. The findings indicate a curiosity and openness toward AI adoption, despite existing concerns about the digital transformation capabilities, AI literacy, and the suitability of AI technologies for specific production formats like soap operas (telenovelas). The integration challenges identified include insufficient training and a general lack of comprehensive AI understanding, which hinders the full utilisation of AI in enhancing production processes. However, the interest in AI tools suggests a potential shift towards more technologically integrated production models, potentially leading to significant improvements in efficiency and creativity. This chapter highlights the dual aspects of AI in the audiovisual industry: the opportunities it presents for innovation and the practical challenges it poses in terms of workforce integration and acceptance. By analysing original data from one of Portugal’s leading production companies, the study contributes to a deeper understanding of how AI is being incorporated into the industry and the broader implications for media production in Europe.