麦肯锡：2026人工智能（AI）对影视制作及行业未来的影响研究报告（英文版）（14页）.pdf

1、Technology,Media&Telecommunications PracticeWhat AI could mean for film and TV production and the industrys futureIndustry leaders are questioning how AI could change what content is made and how it is produced.Our research indicates three potential industry outcomes beyond disrupting the content su

2、pply chain.January 2026by Jamie Vickers and Marc Brodhersonwith Alec Wrubel and Clophe Bernard AI is already beginning to be deployed in some areas of the film and TV production process,1 though the potential magnitude of its long-term impact is still coming into focus.Our research and discussions w

3、ith studio executives,producers,and technology leaders suggest that uncertainty around AI extends beyond whether and how it will change production to how those changes manifest throughout the content and distribution ecosystem.While the technologys limits,adoption trajectory,and potential scale of i

4、mpact are yet to be determined,historical technological shifts and early use cases suggest AI could,over time,materially alter the industrys structure and profit pools.As a result,industry leaders face practical questions about near-term operating choices and strategic questions about what AI could

5、mean for their businesses longer term.2 Based on our recent experience,research,and discussions,AIs expanding capabilities have prompted some leaders to begin to reevaluate their business strategies while recognizing they must also manage looming concerns about labor impacts,potential risks,and the

6、nature of creativity.As Sean Bailey,an industry veteran and founder of B5 Studios described the challenge to us,AI may represent“a more significant platform shift than we have ever seen before in our industry.”To understand how AI could impact the overall video content industry,we interviewed over 2