According to media analysts at a Series Mania presentation, AI spending is projected to exceed $13 billion by 2028. The investment in AI is expected to be evenly distributed across various areas such as analytics, development/delivery, and customer experiences, including personalization and discovery. During the presentation, research directors from Omdia and Plum Research emphasized that AI should be viewed more as a tool rather than a weapon, in an effort to dispel fears and misconceptions. Maria Rua Aguete from Omdia echoed the sentiment that AI will not replace humans but emphasized that individuals who know how to effectively utilize AI will be more efficient, creative, and better prepared.

While discussing potential use cases, the analysts did not focus on OpenAI's text-to-video generator Sora, as they believed its output quality and reliability are better suited for short-form advertising, web clips, and test videos rather than film and television production. Jonathan Broughton from Plum Research highlighted the practical applications of generative learning in workflows such as storyboarding, previz, location scouting, lighting tests, and live sports production. The analysts believed that AI will have a significant impact on the postproduction sector, particularly in terms of assistive tools for image grading, color correction, frame-rate enhancement, as well as real-time dubbing and captioning technology. Broughton emphasized that AI will be valuable in making inaccessible content accessible and addressing talent shortages. The main challenge lies in business leaders understanding how to integrate AI into their organizations and establish efficient processes within existing workflows.