Secret Invasion and Black Mirror both saw an increase of over 400% in mention volume in June compared to the previous month. Fans have been hyping these upcoming seasons up for months – with over 10k mentions occurring for each show in May before they were even released. This makes the jump in mention numbers even more impressive. 

So, what’s contributed to these mentions, and what can we learn?

Both shows had new seasons released mid-June, which can be one explanation for the high mention volume last month. Fans were excited about each release and keen to chat about their favorite – and least favorite – moments. Yet many of the other top ten also had new releases last month, including the remaining top five: Never Have I Ever, Deadloch, and The Righteous Gemstones.

So, there’s something about the top two trending shows which is causing fans to get chatting on social media. Let’s get to know these shows a bit better.

AI’s influence on television

The new season of Black Mirror was released on 15 June. The anthology series explores a twisted, high-tech multiverse where humanity’s greatest innovations and darkest instincts collide. Four years since the previous season’s release, fans were eager to see what new, distorted storylines would haunt us this time.

Miniseries Secret Invasion was released on 21 June, and exists within the ever-popular Marvel Cinematic Universe. In the show, characters Nick Fury and Talos try to stop a group of shapeshifting aliens who have infiltrated space.

Both shows come with a heavily involved fanbase who are quick to jump online and chat about the new episodes. And last month they both had something in common: heavy chatter about AI’s influence on our favorite shows.

Let’s start by diving into the online conversation around Black Mirror.

When (not) to use AI

Black Mirror’s dystopian storylines favor an AI-related angle. “Joan is Awful” – the first episode from the new season – does just that. The episode follows a woman whose mundane life is turned into a hit, AI-generated TV show.

The reality of the episode hit home with viewers, and almost 10% of Black Mirror’s mentions in June were about AI. The implications of how it can take over our lives were a key talking point.

Writer Charlie Brooker attempted to use AI in Black Mirror’s creation. Specifically, he used ChatGPT to write an episode. Yet he never ran with it – saying the plot wasn’t up to standards.

Black Mirror’s use of AI – or lack thereof – is something we can learn from. The writers have taken note of how referencing AI can be beneficial for sparking conversations among fans, and – more importantly – they’ve identified where it wouldn’t.

Brands looking to use AI in their work need to be aware of how it can add value and where it can cause controversy. Following online conversations about AI can help build a picture of where consumers are onboard – and where they’re against it.

Now, let’s look at how Secret Invasion caused a stir.

Is AI replacing artists?

Despite the impressive coverage of Secret Invasion across social media, fans weren’t all happy. But why?

The season’s opening credits were entirely AI-generated. Many took to social media to discuss the implications this might have on artists – and the potential fear of AI taking over people’s jobs in the creative industry.

Of the almost 66k mentions Secret Invasion accrued in June, almost 25k mentioned AI or artificial intelligence. That’s 38% of all mentions discussing the technology, and an overwhelming majority of these posts were about the intro. And – for the most part – people didn’t like it.

In fact, we found that a whopping 99% of emotion-categorized mentions about the intro were negative. That’s an overwhelming majority.

While some were concerned about AI’s impact on artists, others simply weren’t fans of the artwork itself.

Secret Invasion’s creators have said that using AI for the opening credits came at no cost to any artists’ jobs – it “complemented and assisted our creative teams.” 

Yet, it still has many fans questioning what the future of AI means for the creative industry.

These concerns come at a time when Hollywood writers are striking over the use of AI in film and television. The ongoing strike has halted many productions as writers campaign to prevent AI from writing any literary material.

The impact of AI in television is at a chokepoint. And fans are campaigning too.

Ultimately, the response to Secret Invasion’s opening credits reminds us that – while AI has its place – a piece of art still needs to be good in itself to be respected.

So, how can brands utilize AI at a time where we have a heightened sensitivity to the topic?

Adopting AI in your business

As with the advent of any new technology, there are always questions of what it means for our day-to-day lives. And the use of AI in television is just one indicator of how brands will adopt this innovative new tech.

Goldman Sachs predicts that 7% of jobs could be eliminated due to AI. And – as we saw with Secret Invasion – people are worried about how this can affect industries like the creative sector. Yet, as Forbes reports, AI will inevitably create new jobs too, arguing that this job disruption is not job destruction. 

Ultimately, the adoption of AI sits with the brands themselves. And as this tech becomes more available, businesses are offered the opportunity to incorporate it into their daily operations. Using it to complement existing teams and practices can be really beneficial. 

But before you add AI to your tool arsenal, take a leaf out of Black Mirror’s book: only use it if it adds value.