Executive Summary In 2024, North American media and entertainment (M&E) organizations are charged once again with the impossible — to overcome the lingering effects of production disruption, while still meeting growth expectations. To achieve these mutually exclusive objectives, leaders are turning to generative AI (genAI) adoption as a way to accelerate content production. However, while adopters are eager to use this emerging tech to transform production workflows and create more engaging customer experiences, they are still grappling with getting genAI right in the first place. As a result, the path forward is marked by uncertainty and risk. To see value from their genAI investments, North American leaders must — for now — narrow the role it plays in their organization, focusing on augmenting individual employee productivity. At the same time, leaders need to set themselves up for longer term success though supplementing internal efforts with trusted third-party partners. The result of this refined strategy will be stronger industry applicability, more performant genAI implementations, and, in turn, enhanced business performance and reduced enterprise risk. ABOUT FORRESTER CONSULTING Forrester provides independent and objective research-based consulting to help leaders deliver key outcomes. Fueled by our customer-obsessed research, Forrester’s seasoned consultants partner with leaders to execute their specific priorities using a unique engagement model that ensures lasting impact. For more information, visit forrester.com/consulting. © Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. E-61035 Project Team: Jason Daniels, Market Impact Consultant Lillie Sinprasong, Associate Market Impact Consultant Contributing Research: Forrester’s Technology Architecture & Delivery research group © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 2 3
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