AI is poised to have an increasing influence on the way companies create new content, paving the way for new forms of human-machine collaboration. AI is maturing at varying rates around the world, with some organizations using these technologies--including machine learning, deep learning, natural language processing, and computer vision--to support external and internal organizational capabilities. For media and entertainment companies and other content producers in particular, AI may also offer a startling range of possibilities for the creative process, enabling individuals and businesses to generate new content with minimized human input. In a global analysis based on Deloitte's most recent State of AI in the Enterprise survey, early adopters were asked to identify the primary benefits of implementing AI in their organizations.¹ Respondents say using AI to enhance existing products and services is their most sought-after externally focused benefit, with 43% ranking it in their top three, while 31% prioritize using it to optimize external processes. The top internally focused benefit, meanwhile, is optimizing business operations, with 41% placing it among their top three choices, followed by using AI to make better decisions, cited by 34% of respondents.