Unlike previous waves of artificial intelligence (AI) innovation, generative AI tools seem uniquely capable of being creative.1 In a short time, generative AI has empowered legions of creators, disrupted industry workflows, and sharply amplified challenges to intellectual property, trust, and ownership. Ultimately, these tools could shape a fundamentally new world of media and entertainment.2
Generative AI is being fueled by investors shifting capital into the tools and companies bringing it to life (figure). In 2022, when general-purpose large language models (LLMs) and sophisticated image generators were released to the public, their ability to create and manipulate content was unleashed. The internet has since been awash in robot philosophy,3 LLM rap battles,4 images of clergy in high-fashion puffer jackets,5 and “new” songs “sung” by popular artists without their participation or consent.