A24 Wants You to Be Nice About Its Google AI Deal
Gizmodo • • entertainment
Key Points:
- A24 has entered a research partnership with Google’s DeepMind to collaboratively develop AI tools aimed at improving artists' workflows, emphasizing the "research" aspect of the collaboration.
- The studio's communications representative, Sophia Shin, framed the partnership as a way for artists to have influence over AI tool creation rather than passively receiving them, despite acknowledging dissatisfaction with current AI outputs in Hollywood.
- The decision has faced backlash from fans and industry figures, including director Kane Parsons, who previously criticized generative AI as harmful to culture and economics in filmmaking.
- Historically cautious about generative AI, A24 previously faced criticism for using AI in promotional materials but also issued disclaimers distancing some projects from the technology, reflecting Hollywood’s gradual acceptance of AI in film production.
- Despite controversy, A24 views the partnership as a strategic move to maintain relevance and influence in the evolving landscape of AI-assisted filmmaking.
