The article discusses how AI is transforming entertainment, particularly through social media platforms that use AI-driven algorithms to enhance user engagement and content personalization. Younger audiences, like Gen Zs, are increasingly drawn to user-generated content over traditional media, spending significantly more time on social platforms. This evolution has altered advertising trends, directing funds toward social media rather than traditional TV. The article emphasizes the intimate connection that audiences feel with social media creators, suggesting that traditional media must adapt to these changing dynamics to remain relevant.
Half of Gen Zs and millennials said they feel a stronger personal connection to social media creators than to traditional actors, according to Deloitte's latest report.
Social media platforms have improved audience engagement by leveraging AI-driven algorithms that curate content in real-time based on individual preferences.
Gen Zs surveyed in Deloitte's 2025 Digital Media Trends report spend 54% more time on social platforms than the average consumer while spending 26% less on traditional TV.
The majority of advertising now goes to social platforms and hyperscale competitors.
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