Survey: 96% of M&E Businesses Will Use AI
A compelling study conducted by Apply Digital, a notable digital transformation partner for brands, uncovers a decisive trend in the media and entertainment (M&E) sector: a dynamic shift toward AI-powered personalization. Remarkably, 96% of M&E businesses are either already integrating or have imminent plans to incorporate AI technologies to deliver bespoke discounts and promotional offers, with 43% currently using these applications and another 53% planning to adopt them soon.
Furthermore, an impressive 91% of respondents acknowledge they are employing or planning to leverage AI to optimize dynamic pricing based on individual user behavior. Additionally, 94% are harnessing AI for augmented or virtual reality (AR/VR) integrations, aiming to enhance user experiences significantly.
The survey extends its reach to other pivotal areas of AI investment where personalization thrives. A staggering 97% of businesses are focusing on personalized navigation, while 92% are enhancing their personalized email messaging strategies. Meanwhile, 83% of businesses are implementing digital storefronts tailored to the personalized needs of their customers.
This data emerges from a survey involving 400 senior leaders, forming the backbone of a comprehensive research initiative delving into the future of personalization. The report, 2025 Leadership Priorities in Personalisation, positions M&E companies as frontrunners in embracing AI technologies to deliver customized customer experiences. The driving force behind this movement is the pressing need to remain competitive and adapt to the increasingly sophisticated expectations of consumers.
Brian Browning, VP of Enterprise Solutions at Apply Digital, remarked, “The pace of AI adoption in the media and entertainment sector indicates that industry leaders aren’t idling. These brands are laser-focused on converting fleeting moments of relevance into lasting loyalty. Essentially, nearly three-quarters of media and entertainment businesses are actively applying AI in routine customer experience delivery, highlighting a shift from experimental stages. From dynamic promotions and personalized discounts to content meticulously tailored to local tastes, AI is enabling brands to finely tune customer experiences with heightened precision.”
Moreover, many M&E brands are channeling investments into AI applications that optimize seasonal and local product adjustments and promotional strategies, supplemented by dynamic pricing mechanisms responsive to user behavior patterns.
This transformation aligns with enhanced budget allocations to personalization initiatives. Over 50% of business leaders from various sectors anticipate investing more than $1 million in these initiatives by 2025, positioning AI as a pivotal element fueling growth.
Despite these advancements, consumer trust presents a challenging frontier. While seven in ten consumers, especially 80% of those aged 18-24, express a keen appreciation for personalization, almost 40% are calling for more autonomy over data usage. Consequently, businesses that demonstrate transparency in data collection and security, and provide clear value propositions, will be strategically positioned to nurture lasting consumer relationships.
As the industry braces for the advent of agentic AI—digital assistants that operate on behalf of consumers—the findings suggest that media and entertainment businesses must adapt swiftly. From automated purchasing to real-time product discovery, the impending transformation of the customer journey promises radical change.
Sarah Hackett, SVP of Growth at Apply Digital, emphasized, “Today’s consumers anticipate engaging experiences, yet personalization transcends mere engagement. One-to-one experiences catalyze revenue, encourage repeat purchases, and foster long-term growth. Therefore, media and entertainment brands that successfully amalgamate AI with empathy and trust won’t merely meet customer expectations—they will set the standards.”
