Survey: 96% of M&E businesses will use AI
April 11, 2025
A study from Apply Digital, the digital transformation partner for brands, reveals the media and entertainment (M&E) sector is making a decisive shift toward AI-powered personalisation. Ninety-six per cent of M&E businesses are either already using or planning to adopt AI in the near term to personalise discounts and promotional offers (43 per cent and 53 per cent, respectively).
Meanwhile, 91 per cent say they are currently using or plan to use AI to enhance dynamic pricing based on the individual user. A further 94 per cent are using AI for augmented or virtual reality integration for enhanced user experiences.
Other areas with high AI investment include: personalised navigation (97 per cent), personalised email messaging (92 per cent), and digital storefronts (83 per cent).
The figures come from a survey of 400 senior leaders, as part of a broader research initiative into the future of personalisation. The report, 2025 Leadership Priorities in Personalisation, finds that M&E companies are among the most proactive in embracing AI to deliver tailored customer experiences — a trend driven by the need to stay competitive and respond to increasingly sophisticated consumer expectations.
The report’s author, Brian Browning, VP of Enterprise Solutions at Apply Digital, commented: “The pace of AI adoption in the media and entertainment sector shows that leaders aren’t waiting around as brands are focussed on turning moments of relevance into lasting loyalty. In fact, nearly three-quarters of media and entertainment businesses say they are already applying AI in some form in day-to-day customer experience delivery – a sign that the sector has moved well beyond experimentation. From dynamic promotions and personalised discounts to content tailored to local tastes, AI is helping brands fine-tune CX with increasing precision.”
Many media and entertainment brands are also investing in AI to enhance seasonal and local adjustments on products and promotions, and utilise dynamic pricing based on user behaviour.
The report notes this shift is supported by increased budget commitments. Over half of business leaders across sectors plan to spend more than $1 million on personalisation initiatives in 2025, with AI now seen as a critical growth driver.
However, consumer trust remains a key concern. While seven in 10 consumers, rising to 80 per cent of those aged 18-24, say they value personalisation, nearly 40 per cent want greater control over how their data is used. Businesses that are transparent about data collection and security, and that offer clear value in return, are best positioned to build lasting relationships.
As the industry prepares for the arrival of agentic AI — digital assistants that act on behalf of consumers — the report suggests media and entertainment businesses will need to adapt quickly. From automated purchasing to real-time product discovery, the customer journey is poised to change radically.
Sarah Hackett, SVP of Growth at Apply Digital, added: “Today’s consumers expect engaging experiences, but personalisation isn’t just about engagement. One-to-one experiences drive revenue, repeat purchase, and long-term growth. That’s why the media and entertainment brands that combine AI with empathy and trust won’t just meet customer expectations — they’ll define them.”
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