AI maturity in media, leisure and entertainment

Artificial intelligence and unstructured data is transforming the media, leisure and entertainment sector, unlocking new opportunities for personalized content creation, user engagement and operational efficiency. Due to the nature of the sector, organizations interact with unstructured data such as video, audio, images and social media daily, making it a natural fit for AI applications. However, despite consistent use of unstructured data, many seem to overlook the strategic impact it can have on organizational success.

Findings are based on research conducted by Iron Mountain alongside independent market research specialist Vanson Bourne. Data in this report is based on 200 IT and data decision-makers in the media, leisure and entertainment sector, who have knowledge or involvement in their AI strategy.

Three key takeaways:

• The media, leisure and entertainment sector have more organizations later in their AI journey than the surveyed average (50% vs a global average of 40%)
• Daily interactions with unstructured data mean that the average portion of AI use cases leveraging unstructured data is higher than other sectors (63% vs an average of 60%), with many of the foundational aspects of preparation already in place
  • In fact, 34% report being highly effective at managing unstructured data at scale, and 33% say they’ve already made significant progress in preparing high-quality unstructured data for AI use
• Despite the widespread use of AI and unstructured data, fewer than average say that unstructured data is extremely important to the success of their AI strategy (42% vs an average of 49%)

Iron Mountain commissioned independent market research specialist Vanson Bourne to conduct this piece of research. The study included surveying 1,400 IT and data decision makers who have knowledge of or responsibility for AI strategy at their organization. Respondents’ organizations had to have 250 employees or more across the following countries: US, UK, France, Germany, India and Australia.

Organizations are from several public and private sectors but there was a strong focus in banking and financial services, insurance, healthcare and life sciences, media and entertainment, the public sector (excluding healthcare) and energy. This summary is based on 200 decision-makers in the media, leisure and entertainment sector.