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2d ago

Hollywood Moves From Experiment to Routine Use of Generative AI

Major investments and widespread in-house deployment are shifting AI into everyday studio work, keeping legal fights over likeness and copyright at the center of industry negotiations.

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An AI-resurrected Val Kilmer in As Deep As The Grave, an upcoming action film.
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Overview

  • Studios and streamers have shifted from trial projects to scale by buying and backing AI firms, including Netflix’s March purchase of InterPositive, a production company led by Ben Affleck, for about $600 million.
  • Netflix says it has applied AI across roughly 300 titles this year as executives promote tools that speed effects work, editing and reformatting for mobile video.
  • Big tech money and partnerships are driving the spread of tools, with Google DeepMind investing about $75 million in A24 and cloud providers such as AWS supporting studio AI workflows.
  • Filmmakers report concrete production gains from AI, including faster, cheaper visual effects and safer stunts, but prominent directors voice strong objections to certain uses and to how models are trained.
  • High-profile deepfakes and collapsed licensing talks, including viral clips made with Seedance 2.0 and the end of Disney’s OpenAI Sora deal, keep unresolved questions about consent, compensation and copyright at the fore and could reshape contracts and union demands.