Generative AI powering Hong Kong’s media growth

E&M expert Cecilia Yau nuetralises fears of AI taking over jobs, saying creatives will find their jobs easier with use of technology.

The Entertainment and Media (E&M) sector in Hong Kong is on the cusp of significant growth, with a projected Compound Annual Growth Rate (CAGR) of 3.47% until 2027. That amounts to a revenue of US$11b.

This growth is closely intertwined with the influence of generative AI, a phenomenon which Cecilia Yau, PwC Mainland China and Hong Kong media leader, asserted is not a novel concept within the E&M industry.

Interviewed by Hong Kong Business, Yau said artificial intelligence has been quietly shaping the sectors of the industry, with E&M companies seamlessly integrating AI capabilities into their operations, employing them for content creation and enhanced distribution.

Even in the past, these companies leveraged AI to craft content and tailor recommendations to individual viewer preferences, she said. In the same token, social media platforms harnessed AI to curate content and drive engagement.

The advantages of generative AI in E&M, as outlined by Yau, showcases its integral role in the industry because of its ability to unlock creativity, enabling content creators to experiment with various elements such as images, outfits, makeup, and music arrangements without incurring substantial additional costs.

AI also enhances post-production efficiency, offering a wealth of options to producers. However, Yau issues a word of caution, highlighting the potential workforce implications and legal considerations, particularly in terms of transparency, accuracy, accountability, and fairness.

She emphasised the importance of ethical AI navigation, focusing on data integrity and copyright. Transparent AI-user interactions are crucial for trust. Despite the lack of strict regulations, Yau insists on addressing ethical and legal issues, advocating for investment in data integrity, copyright compliance, and transparency.

When it comes to practical applications, Yau highlighted generative AI’s impact on the E&M sector, particularly in content distribution and recommendation. AI’s language adaptation aids efficient delivery to various markets. Machine learning-driven recommendation systems personalise content, enhancing viewer satisfaction and engagement.

She also stressed on AI’s role in streamlining production processes in the E&M sector, offering cost-effective insights and choices. She acknowledged the debate over AI replacing creatives but offered a balanced approach to AI integration.

Yau underscored that AI can free experienced staff for creative tasks and train younger talents, striking a balance between efficiency and job security. Generative AI’s integration into Hong Kong’s E&M sector enhances content creation, distribution, and engagement.

Still, one has to navigate ethical, legal, and workforce considerations. “Workers don’t have to be concerned over its deployment because we [humans] have the taste; we are the final decision maker,” Yau told Hong Kong Business.

She added that senior media workers’ experience is irreplaceable, but AI could reduce “junior work or preliminary preparation work” in the industry.

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