In a statement to Wired, A24’s communications representative Sophia Shin emphasized the “research” part of its Google partnership. “We are working side by side with DeepMind researchers to learn, iterate and build, and are playing an active role in shaping new tools and workflows,” he said. “It’s about learning and helping fix problematic points in the workflow behind the scenes. […] It exists because we want to decide what tools are made for artists, so that they can have a voice in shaping them rather than having the tools handed to them.
Admitting that A24 “doesn’t like any of the existing AI output onscreen in Hollywood”, Shin considers this partnership a necessary evil. “We would rather have a seat at the table than sit on the sidelines,” he said. The promise of additional artist agency and “a seat at the table” is a common shield for GenAI users, but it doesn’t seem to be working here. Fans consider the move ironic and a betrayal back room Director Ken Parsons recently called the technology “cultural and economic rot” and wished it could be wiped out of existence.
Before then, studios weren’t much interested in generic AI. In 2024, it came under criticism for using technology to create posters civil war, Whereas months later, it’s the horror movie heretic It had a disclaimer promising that it was not made with technology. But Hollywood is slowly beginning to embrace generic AI and its predictive capabilities for the filmmaking process. In that sense, perhaps the A24 coming into line was inevitable.
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