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Content Recommendation Systems (TikTok & Netflix)

Tik-Tok and Netflix are using AI to personalize what users are seeing on their “For You Page” and Suggested Video content based on their past behaviors, preferences and interaction with other content.  These AI-generated systems are relying on machine learning techniques like collaborative filtering, deep learning and reinforcement learning to watch engagement from a user as well as looking at the user's watch history in order to suggest new content.  By using these systems, users become loyal to these applications, as the AI-systems keep suggesting new content that they will enjoy which helps build brand loyalty.  At the same time, algorithms can create echo chambers, reinforce biased ideologies, and make it impossible for new niche creators to break out and “go viral” on their own.  The lack of transparencies within the user’s algorithms can create mistrust from users, as we see sometimes things showing up that make us question how specific our feeds can get or even confusing to why certain things were suggested.

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How TikTok's Algorithm Figures You Out | WSJ

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Netflix Suggestions on What to Watch Next Based on Prior Viewing

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I love opening up Tiktok each morning when I am working out as it's truly my only focused “me time” to myself.  The reason I love it so much is that my “FYP” (my “For You Page”) is so customized to my liking that I truly enjoy almost everything that is showing up on my feed and the new things I have learned because of it.  I am very much pro-Content user recommendation systems as I have seen such a positive gain from this own technology and it really is a form of entertainment for myself.  At the same time, there have been days where I have wondered how certain videos have popped up on my feed from private phone and texting conversations to then appearing on my “For You Page” making me wonder what these applications have access to.  I wish there was more transparency when it comes to how deep they are diving into my personal life, not just what is on my phone.

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Generative AI tools are changing the way content is being created in the Entertainment Industry by producing scripts, music and videos at lighting-speeds. OpenAI's Sora and RunwayML are using technologies such as transformers, diffusion mode, and Generative Adversarial Networks (GANs) to create high-quality text, photos, and other multimedia content all from simple user prompts. These tools will speed up the time needed to complete a project and lower costs of major productions, allowing for smaller creators to have the same opportunities as big major motion picture studios. This can also raise concerns about how credit can be given to these 'artists' as well as we then need to question what was created organically versus produced by an AI system. This can also create a reliance on AI to develop content which overtime could create a very "algorithm" based similar results and limit originality as well as use high amounts of data which can also be a barrier to newer members of the Entertainment Industry who do not have the means of producing this high processing content unlike the major studios who have the funding and capabilities to do so.

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What Will Happen to Marketing in the Age of AI? | Jessica Apotheker | TED

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Virtual Influencers and Deepfake Technology

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Virtual Influencers and Deepfake Technology

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Virtual influences like Lil Miquela and AI actress Lily Norwood are digitally created personas that capture a real audience, have brand deals and agents, and hold contracts with studios. By using computer visioning, deep learning, GANs and advanced rendering software, these not-real figures mimic our own human expressions, have a voice of their own and can interact with a crowd. Brands want to use these virtual influencers and actors in order to have full creative control and lower production costs. Deepfake technologies use similar technologies to control what a known persona can say, do and inform their current followers with using dubbing technologies as well. Together, these technologies can raise severe concerns about authenticity and transparency as well as easily spread misinformation over social media and news outlets. Because of the advancement in these technologies, some audiences may not understand that the content is being generated by AI-systems and will believe that what they are seeing is indeed a real-life figure.

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Generative AI Tools in Content Creation (Personal Insight)

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Generative AI Tools in Content Creation (Personal Insight)

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While I feel that Generative AI is a useful TOOL, I do not feel it can replace the creativity of a human mind.  With that being said, Generative AI can help speed along the initial writing process that can sometimes take months or years for a script to be written but can also limit creativity within a field.  I feel it's important to keep the Generative AI limited for now and still develop stories, music and other relevant topics but not allow these systems to fully create the content for us.  I think in time there will be a balance between the two-the best content will always be original and human-seeded but the AI tools will be used to develop and perfect the ideas and used only as a tool.

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Virtual Influences and Deepfake Technology

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Virtual Influences and Deepfake Technology

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Future Trends and Ethical Considerations

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Future Trends and Ethical Considerations

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In the future, I see the rise of hyper-personalization user experiences within the entertainment industry which will not only predict the content that we want to watch but how we are actually experiencing it through either interactive storytelling, real-time adaption of scripts or user immersed media.  I can see fully AI-generated films, music, and virtual performances dominating in the entertainment fields as users will be able to have more experiences that are curated to our own likes.  Imagine going to a concert and selecting the setlist of your favorite artists songs, or imagining a different ending to our favorite movie where you can get the ending that you wanted-the possibilities can be endless and be fuller catered to your liking.  With this deep integration of AI into the Entertainment industry, smaller creators will be able to then compete with major music and film industries to be giving the watcher the content they specifically want.  From the actual business behind the Entertainment industry, we can see the spread of marketing strategies reaching users that would enjoy said content as well as faster production schedules, as well as becoming more efficient calling for lower budgets of film to allow for more opportunities for major companies to produce more content.  Ethically, this will also create the loss of jobs as well, as AI will take the place of some roles used in the industry to call for said efficiencies.

In regards to more ethical considerations, we also have to wonder where AI will overtake these said industries and replace the human-imprint with what was computer generated.  We need to quickly develop a system in which we can give credit to the original thinkers who supplied the information to these AI-generators and allow for said individuals to give consent.  We also need to be able to make obvious distinctions between AI-generated content and what is actually is actual, real life content to answer the question between transparency and trust due to the potential weaponization of deep-fakes and what that could mean for relationships between popular important figures, both in the entertainment and political industries.

I find the question of who owns the AI-generated content and whether that person can use someone’s likeness to create that content is important.  As someone who has worked prior in social media, the story that you tell is part of your brand and if someone can use your own brand and tell their own story could potentially disturb your own image.  At this point, some people are already having issues between telling apart AI-generated content and real content and I see this becoming more of an issue as AI continues to develop, so I feel we need to set clear guidelines with transparent labeling now in order to eliminate these issues in the near future.

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Virtual Influences and Deepfake Technology (Personal Insight)

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Virtual Influences and Deepfake Technology (Personal Insight)

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While I feel that using AI-generated actresses (as well as now political figures as we see in Albania using a Minister of State of Artificial Intelligence named Diella) serves a purpose of creating an image that is un-biased, easy to control and cost-efficient (in some nature), I feel personally not needed to replace actors and actresses from their roles.   Yet at the same time, how different is it when you have a cartoon image next to a legit actor as we see in movies such as Guardians of the Galaxy (I am Groot?) or Detective Pikachu?  There will be a time and place but this will impact already hard to get roles for actors and actresses trying to break into film.  Deepfakes though are scary.  While I have not been fooled quite yet when I have seen a deep fake of Donald Trump or Alexandria Ocasio-Cortez, I know that there have been MILLIONS of people who have.  Especially while technologies have increased their technologies to have smoother videos and more advanced sound capabilities that allow for the initial generator of content to create a more believable video, we need either built in disclaimers watermarked into said content to avoid potential HUGE spread of misinformation that could be disastrous to our everyday life.

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I chose the Entertainment Industry for this assignment because of my experience as both a hairstylist and Social Media Manager and where I see my future career heading into Project Management.  I know how AI shaped my past career and has developed my skills on how trends are created and spread, as well as audiences' connection with that content when they engage online.  Platforms like Tiktok, Instagram and Youtube have become a daily part of our lives and AI is shaping how they work-from what content we see and how we interact with it, to even creating our very own interactive multi-media.

My goal as I progress into Project Management is to understand how AI systems are using algorithms and creative tools to shape the apps that we are using everyday online.  Whether it be for work or leisure, artificial intelligence has a very important role to everything we do.  Seeing that AI exists in our workplace to aid us is practical reasoning, but when we leave work and head home to our own personal devices and our own entertainment, that’s where some of the magic is happening.  In my Padlet wall, I will be highlighting three key applications of AI in Entertainment by showing how content recommendation systems are personalizing our own user experiences within each application we use, how generative AI tools are changing how content is being produced and discuss how deep fake technologies and virtual influencers are redefining what is authentic.

These emerging technologies matter to me as they connect to my everyday life for the past ten years as a social media manager, as a student learning a new field before they graduate, and a parent who wants to protect her children from the dangers of the internet.  Learning how AI will impact creativity, ownership and trust is still an ongoing concern as we move ahead into deeper levels of integration as well as navigating it ethically within the Entertainment industry.

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As AI takes over the automation parts of technical roles in the Entertainment industry, we are seeing a major shift in employment in parts of production, editing, writing, and now even performance.  Editors, artists and translators are becoming less in demand while new roles in prompt engineering, model training and ethical oversight are emerging.  Creative workers need to adapt quickly which is widening the gap between those who have technological skills and those who are perhaps older in the industry.  AI is truly revolutionizing society at this point, and every role in and behind the camera is being reshaped.

AI is also based on user data and the information it collects, so privacy has become another concern.  Once the data is collected, we can see the information we collect to be used to help aid our recommendations, but that very same information can be used against us or monetized.  We can also see algorithms unintentionally reinforcing biases, cultural perspectives or limiting certain voices with these said equations, where creators who do not fall along these norms could not have the same opportunities.

For now, it is clear that AI still has a way to go in order for it to be unbiased in order to be shaping all aspects of the economy, not just the entertainment industry.  As someone who is transitioning from being behind a hairstylists chair to now overseeing all aspect of projects, I feel that I can see how AI is impacting all aspects of a human’s life and their career and it will be important to keep in mind that currently keeping culture out the equation will be important to allow for an equal opportunity for all.

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Researching this project of AI's role in the Entertainment Industry opened my eyes to how every aspect of our lives, even what we watch and use and consider as "art" is being impacted by artificial intelligence. The biggest challenge I faced was taking all that I researched and simplifying it into three distinctive groups in order to complete this assignment but I overcame it by reflecting off of things I have in my daily life, like my Netflix recommendations, and two news articles I read in prior assignments in this class and another (one involving the movie "The Brutalist" and another involving "Actress" Tilly Norwood). I was slightly aware how positive AI is in the entertainment field but see how its impacting lower level players (like friends who are actresses and even my brother, a photographer) in the negative sense. This project definitely made me consider that AI is shaping all fields, not just technological ones anymore and as society as a whole, we need to keep evolving as fast as AI technology is.

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Prasad, R. K., & Makesh, D. (2024). Impact of AI on media & entertainment industry. Retrieved from https://www.researchgate.net/profile/Deepa-Makesh-2/publication/381654818_Impact_of_AI_on_Media_Entertainment_Industry/links/66792c01d21e220d89cc1ba0/Impact-of-AI-on-Media-Entertainment-Industry.pdf [Rational: This source gave me a clear overview of how AI is being used across different areas of the entertainment industry, which helped set the foundation for my research.]

Siles, I., Valerio-Alfaro, L., & Meléndez-Moran, A. (2022). Learning to like TikTok … and not: Algorithm awareness as process. New Media & Society, 26(10), 5702–5718. https://doi.org/10.1177/14614448221138973 [Rational: I used this article to understand how people actually experience and respond to recommendation algorithms, which connects directly to how platforms like TikTok shape user behavior.]

Roy, J. (2025, September 3). AI influencers like Lil’ Miquela and Mia Zelu are redefining fame. The New York Times. Retrieved from https://www.nytimes.com/2025/09/03/style/ai-influencers-lil-miquela-mia-zelu.html?searchResultPosition=3 [Rational: This piece was useful for exploring how virtual influencers are changing branding and audience engagement, adding a cultural layer to my research.]

Mubarak, R., Alsboui, T., Alshaikh, O., Inuwa-Dutse, I., Khan, S., & Parkinson, S. (2023). A survey on the detection and impacts of deepfakes in visual, audio, and textual formats. IEEE Access, 11, 144497–144529. https://doi.org/10.1109/ACCESS.2023.3344653 [Rational: This study helped me explain the role of deepfake technology and why authenticity and regulation are such big concerns in AI-driven media.]

IBM Research. (n.d.). What is generative AI? Retrieved from https://research.ibm.com/blog/what-is-generative-AI [Rational: I used this source to break down the basics of generative AI in a simple way, so I could explain how these tools actually work behind the scenes.]

GenerativeAI.net. (n.d.). GenerativeAI.net. Retrieved from https://generativeai.net/#:~:text=For%20instance%2C%20it%20can%20be,Learn%20more [Rational: This site gave me real examples of how generative AI is used in creative projects, which helped me connect the technology to what’s happening in entertainment right now.]