AI is Creating Efficiencies in Exhibition, But it’s Not For Everything: ‘You Do Need That Human 0versight’

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In various domains of media and entertainment, Artificial Intelligence (AI) has made its mark, especially in exhibitions. During a seminar organized by the International Cinema Technology Association at CinemaCon, experts proposed that AI could enhance efficiency in sectors such as audience analysis and automated customer service. However, it was emphasized that AI is not a one-size-fits-all solution and cannot replace the essential human element, for now.

Jeff Rosenfeld, Cinemark’s senior vice president for digital and customer experience, views AI as a valuable asset, stating, “So far, we haven’t encountered anything that outperforms what our human team can achieve.

I truly value the importance of an ideation and brainstorming approach during the process, as I myself might excel in creating a top-notch asset. However, without the experience of directly interacting with customers or understanding their motivations, my results may not be as impactful. That’s why I firmly believe that working together with someone who possesses creative prowess, employing this method, will yield something far superior and more effective. In essence, it’s all about collaboration.

Otto Turton, as chief commercial officer at Vue Cinemas, acknowledged that human oversight is necessary right now. He explained that while AI excels at processing vast amounts of data and identifying patterns that even humans can’t comprehend in a lifetime, it lacks the ability to understand trends and culture. Humans can complement this by analyzing these aspects.

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Otto Turton, Vue Cinemas’ chief commercial officer, confirmed the need for human oversight at present. He pointed out that AI is exceptional at handling massive data volumes and finding patterns that no human could possibly examine in a lifetime. However, humans bring something unique to the table by examining trends and cultural nuances.

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In agreement with Otto Turton, chief commercial officer at Vue Cinemas, human oversight is essential now. AI is fantastic at sifting through large amounts of data and finding patterns that no person could analyze in their lifetime, but it lacks the ability to grasp trends and cultural context. Humans can fill this gap by examining these elements.

Turton shared that his team discovered beneficial aspects when applying AI for scheduling purposes. He stated, “It has significantly impacted our scheduling process.” Furthermore, he mentioned that the capacity to schedule sessions has increased by approximately 10% compared to before.

Norma Garcia, head of NRJ Media Group as CEO, also highlighted that Artificial Intelligence (AI) can offer “immense worth” by handling certain marketing tasks. She considers it such a beneficial tool that it liberates marketing professionals to focus more on strategic aspects and contemplating the emotional narrative.

In his role as CEO at ticketing systems developer Jacro, Alan Roe proposes that Artificial Intelligence (AI) helps eliminate certain obstacles. Essentially, he explains that AI enhances his daily tasks by improving efficiency, taking away monotonous, irritating responsibilities.

The panel members mostly avoided discussing worries from the industry regarding job security. However, Garcia admitted that there’s an underlying “apprehension” related to AI, and proposed that confronting this apprehension should begin with education.

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2025-04-04 01:46