AI has undoubtedly been one of the most hyped technologies in recent years - and while the buzz is justified in many ways, the reality is more nuanced. The technology is already delivering tangible value across the media and entertainment industry, from automating tasks to unlocking new creative possibilities. However, the pace of innovation and the promise of AI’s full potential have often outstripped current capabilities. Rather than being overhyped, AI is still in the early stages of its journey - with the greatest impact yet to come. The real challenge lies in cutting through the noise to understand how AI is actually  delivering value today, and where its transformative potential will be felt next.