Today, algorithms can already recommend all kinds of things to us based on our profile and our tastes. But the entertainment industry wants to go even further.
Rather haunted mansion or jungle? Romantic or tragic ending? Beyond recommendation algorithmsentertainment companies want to use our data for, with the help of theartificial intelligence and virtual reality, to offer unique and calibrated experiences for each person.
Custom amusement parks
Last September, the International Association of Amusement Parks and Attractions (IAAPA) show was held in London, where professionals can see the latest innovations in the field. They are particularly interested in a technology to enrich their amusement parks: the virtual reality. The latter would add more interactivity for visitors, including in the endless queues, and a completely personalized experience thanks to algorithms. “There will be more and more customization for customers: all the parks will know who is coming, their name, their age, probably their likes and dislikes, and can therefore transform the park for each visitor. Each visitor experience will be different and likely tailored directly for that visitorexplains Maximillian Roeser, marketing director of Mack Rides, to the Guardian. We have already worked on this, because we already have options in alpha for our coasters where you can choose your own experience: a person sitting on the left could watch a different movie than the person on the right. »
An entertainment giant is interested in the use of recommendation algorithms in a transversal way: disney. At the end of October, CEO Bob Chapek – since replaced by Bob Iger – gave an idea of the company’s ambitions at an event organized by the Wall Street Journal : “If you’re on Disney+, we should know what happened, what you did, what you liked, the last time you visited a park [d’attractions] and vice versa. When you are in a park [d’attractions], we should know your viewing habits on Disney+. » In summary, if someone does a Pirates of the Caribbean attraction at a Disney park, their Disney+ account will suggest they watch the movies and other similar videos. Hold their audience by the hand to tell them what to do and what to watch.
In addition to the use of personal data, artificial intelligence has also started controversy by giving the possibility of creating increasingly qualitative illustrations from a few keywords. Add to this the deepfakesvoice cloning and artificial intelligence story writing, and it will probably be possible to create entire films from keywords or our personal data within a few years, which is not without creating some problems.
From collective imagination to hyper-individualised content
We could consider that this is only the logical continuation of the individualization of pop culture: when series were shown on television at the rate of one episode per week for years, this created a real collective experience and was part of in his time. Friends is, for example, considered a cult series of the 1990s and 2000s. Today, even if a group of friends share a Netflix account, they will all be individually guided by algorithms through an almost infinite jungle of content. They can therefore watch completely different series and have never heard of those seen by their friends.
The proliferation of screens amplifies this individualization within the same household: instead of watching the same thing together on television, everyone watches a different program on their tablet or phone.
Just as algorithms have created echo chambers on social networks, bubbles in which everyone has similar opinions, generating entertaining content specifically for an individual from what they already like risks lock him in his comfort zone, never rush him, never question him so, possibly, make him miss out on his future favorite film.
But will we really reach a time where no one is watching the same video and everyone is watching something 100% unique? This remains unlikely, as the fact of sharing one’s impressions – or spoiler – is part of the viewing experience. TV contests and tele-hook shows like Top chef and star Academy are still successes today specifically because they create collective emotions and debates, whether on Twitter or around the coffee machine.
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Will entertainment soon be custom-made?
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