US consumers are \u201cmore wary than willing\u201d to engage with entertainment content created using generative AI<\/strong>, according to a new study from\u00a0Luminate<\/a><\/strong>.<\/p>\n That finding comes from\u00a0AI & Media: Audience Attitudes<\/em><\/a>, a report from\u00a0Luminate<\/strong> Intelligence\u00a0published on Friday (July 24).<\/p>\n The report draws on\u00a0Luminate\u2019s US Entertainment 365<\/strong> survey to assess consumers\u2019 own use of generative AI applications, and how its use in creating songs, movies and TV shows affects their willingness to engage.<\/p>\n Overall, consumer attitudes were mixed, with some respondents ambivalent about whether AI had been involved at all,\u00a0Luminate\u00a0said.<\/p>\n Attitudes were broadly similar across the different media types, though consumers were most opposed to reading news written with generative\u00a0AI.<\/p>\n Consumers were least opposed to a video game containing AI assets, with\u00a040%\u00a0neither more nor less interested in a game whose characters, environments or dialogue were made with AI.<\/p>\n That compared with\u00a0about a third\u00a0of those surveyed who were ambivalent toward the uses of AI in other media, according to the report.<\/p>\n Net interest in AI-assisted content, defined as those more interested minus those less interested, differed by age,\u00a0Luminate\u00a0said.<\/p>\n Media consumers aged\u00a055 and older\u00a0were \u201cthe most deeply negative\u201d on engaging with AI-assisted content, across movies, TV shows, music, social media and video games.<\/p>\n The\u00a013-17\u00a0age cohort, by contrast, was net positive across all media types.<\/p>\n That stood in contrast to the\u00a018-24\u00a0cohort, with the report recording\u00a058-point\u00a0gaps between the two for AI-scripted movies and TV, and for AI-generated social media content.<\/p>\n Older members of\u00a0Gen Z, along with\u00a0Millennials\u00a0and\u00a0Gen X, sat closer to breakeven, the report said.<\/p>\n At a minimum, the findings suggest \u201cit would be a mistake to regard\u00a0Gen Z\u00a0as a monolith in its attitudes toward AI content,\u201d\u00a0Luminate\u00a0said, adding that it \u201cmay be increasingly important to understand intragenerational faultlines.\u201d<\/p>\n Luminate\u00a0has previously measured US listeners\u2019 attitudes to the use of AI in music specifically.<\/p>\n In its\u00a02025\u00a0Year-End Music Report, the company found that around\u00a044%\u00a0of US respondents said they would be less interested in music if they knew generative AI had produced it,\u00a0as previously reported by\u00a0MBW<\/em><\/a>.<\/p>\n The item that made US listeners most uncomfortable was \u201ca new original song performed by an AI voice,\u201d with\u00a046%\u00a0very or somewhat uncomfortable with it.<\/p>\n Teenagers and\u00a0Millennials\u00a0were the most comfortable with AI in music, the company found, with\u00a037%\u00a0of teenagers and\u00a036%\u00a0of\u00a0Millennials\u00a0saying they had no problem with AI-generated lyrics.<\/p>\n Separately, a peer-reviewed study by researchers at\u00a0Stanford University\u00a0and\u00a0Reed College, published earlier this year, found that people\u00a0engaged less deeply with music labeled as AI<\/a>\u00a0than with music labeled as human-made, even when a human had composed it.<\/p>\n Several streaming services have introduced AI labeling this year, with\u00a0Apple Music<\/a>\u00a0and\u00a0Spotify<\/a>\u00a0adding systems that flag when AI has been used in a track.<\/p>\n![](\"https:\/\/www.musicbusinessworldwide.com\/files\/2026\/07\/Luminate-chart-80x80.png)