Purpose: The purpose of the research paper is to explore and analyse the multifaceted influence of AI generate tool multimedia and entertainment industry. This research mainly focuses on redefining traditional practices in content creation, distribution, and audience engagement. Also provides a comprehensive analysis of the benefits and challenges presented by the advent of AI in this field. And delve in to the specific implications for various stakeholders, including content creators, consumers, and the broader media ecosystem. Design/Methodology/Approach: Develops the theoretical concepts based on literature review and case study on Entertainment Company and analysis on the model based on ABCD listing framework. Findings/Result: The various factors that effects mass media and entertainment industry are effectively listed and analyzed. The both positive and negative impacts of AI in this field is found in different aspect. So, challenge here is to retainment of positive impacts and need to find solution to overcome the negative impacts. Originality/Value: This research is mainly focused on how the artificial intelligence booms the mass media and entertainment industry with positive and negative imputation. Paper Type: Conceptual Research.