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How AI is reshaping risk management in the entertainment industry

In this Q&A, we sat down with Brian Taliaferro, Entertainment and Gaming Industry Practice Leader at Marsh, to discuss the top risks facing clients in the entertainment industry today.

1. What’s top of mind, risk wise, for your clients these days? What are they most concerned about?

Clients in the entertainment industry are increasingly focused on the risks posed by Artificial Intelligence (AI). They’re concerned about issues like deepfakes, which can spread misinformation and cause reputational harm. There’s also worry about the authenticity of AI-generated content, as it might undermine audience trust. Bias and ethical challenges arise when AI influences content creation and casting, potentially reinforcing stereotypes. Privacy is another major concern since AI relies on large amounts of data, raising questions about how that data is collected and protected. Additionally, clients are closely monitoring the evolution of AI regulations, which could rapidly alter how AI is utilized in their businesses. Finally, there’s apprehension that relying too much on AI might compromise creative originality and the overall quality of content. These risks are shaping strategic conversations as AI continues to transform the entertainment landscape.

2. What’s your biggest piece of advice for clients when it comes to identifying and managing AI risks?

For entertainment companies, managing AI risk requires carefully designed guardrails that align with the organization’s creative mission and audience trust. AI impacts content creation, distribution, and intellectual property, making governance both complex and critical. My advice is fourfold: develop policies that address copyright protection, ethical use of AI-generated content, and transparency with viewers. Involve diverse teams—from legal and compliance to creative and technical experts—to oversee AI’s role in storytelling and production. Continuously monitor AI tools for bias, misinformation risks, and unintended effects on content quality or brand reputation. Embrace a culture of vigilance and adaptability, as AI technologies and industry standards evolve rapidly. This layered, thoughtful approach ensures entertainment companies can innovate responsibly while safeguarding creativity, compliance, and audience confidence.

3. How is the insurance market responding to these risks?

Fortunately, very few insurers are rushing to exclude or limit AI coverage at this point, as AI is not a standalone peril but rather a technology risk by another name. AI acts as an amplifier of familiar and existing risks, such as intellectual property infringement, privacy, and security, with the added complexity of speed and scale. Coverage for liability resulting from IP infringement, privacy, or security events generally remains available and inclusive of AI use, depending on the specific policy and impacts involved. We are all using AI, whether we realize it or not, and we need to be vigilant in ensuring that coverage is available for the broad swaths of applicability of Generative AI and Artificial General Intelligence (AGI) within the insurance products that we currently have in the market.

The insurance industry has consistently risen to the challenge of helping organizations transfer risks and increase resilience with new technologies, and we expect the same with respect to AI. Brokers like Marsh have been at the forefront of client advocacy, shaping cyber products and services. We are doing the same with AI-related risks—helping clients understand exposures, navigate coverage options, and build resilience. Both brokers and insurers can play a pivotal role in helping clients manage their exposure and build resilience to AI risk, as well as develop new products that address coverage gaps as they arise.

4. Is there an emerging risk that you think your clients should be thinking more about?

Cybersecurity threats are becoming more pressing as digital production and distribution increase, making content and data vulnerable to hacking, piracy, and ransomware. Content regulation and censorship are also evolving rapidly, with global rules and geopolitical tensions potentially limiting creative freedom and distribution. Supply chain disruptions remain a challenge, as delays in equipment, talent availability, and access to locations—often caused by extreme weather or geopolitical issues—can disrupt production schedules. Technological disruption, particularly with the rise of AI and deepfake technology, raises ethical concerns and poses risks of misuse. Lastly, talent and labor challenges, including changing workforce expectations, the need for a global workforce, concerns about AI, and mental health issues, continue to affect production continuity.