Artificial Intelligence (AI) and Its Impact on Entertainment: A Sociological Study on the Future of Youth.

Entertainment is taking a shift and changing into digital entertainment. The digitalization of entertainment brings two more important concepts into concern: artificial intelligence and surveillance. Artificial intelligence plays a significant role in the increasing craze for digital entertainment by sending notifications and snippets based on the user's choice. However, it cannot be denied that AI and surveillance go hand in hand. Surveillance is the leading information source, whether personal or public. With the help of surveillance, AI knows about the users and sends notifications based on their individual choices. This process is beneficial for the entertainment industry's makers and producers, not society. It is high time that social scientists also need to interfere in this field to explore the impact of AI on society. Therefore, this study's primary aim is to determine the impact of artificial intelligence on youth attitudes regarding entertainment in India. This research is qualitative in nature and based on primary data. Few respondents were selected based on purposive sampling. Based on the content analysis of the responses, it is concluded that AI plays a major role in shaping youth attitudes. These notifications, especially while using smartphones, often divert from their work and give them a guilty pleasure.