Google is investing $75 million in a new partnership with independent studio A24 to develop AI-powered tools for filmmakers, establishing an ongoing research and development effort focused on reshaping creative workflows across the entertainment industry.
The collaboration is built around integrating AI research directly into the filmmaking process. Google says the initial goal is to bridge the gap between advanced technology and next-generation entertainment, with the understanding that the project’s objectives, outputs, and milestones will evolve over time.
The partnership will span multiple projects over an extended period. A24 filmmakers will gain access to Google DeepMind’s research tools and infrastructure, while DeepMind researchers will work closely with artists to gather feedback and refine their systems. The agreement does not give Google access to A24’s film library or internal data.
Demis Hassabis, co-founder and CEO of Google DeepMind, described the approach as collaborative by design.
“We believe the best way to develop tools that empower artists is to work directly with them. By collaborating with filmmakers and industry leaders like A24 from the beginning, we can build new AI features to support artists in authentic, meaningful storytelling that helps enable their creative vision.”
A24 partner Scott Belsky, who leads the studio’s technology division A24 Labs told the Wall Street Journal that the studio is less interested in AI systems that simply accelerate production for cost savings, and more focused on tools that expand creative control. One area under exploration includes AI-assisted storyboarding, which could allow filmmakers to iterate visual ideas earlier in development.
A24 partner Scott Belsky, who leads A24 Labs, told the Wall Street Journal that the studio is more interested in tools that enhance creative control than systems designed purely to speed up or reduce production costs. One area being explored includes AI-assisted storyboarding, which could help filmmakers develop and refine visual ideas earlier in the creative process.
Belsky also noted that the tools under development are not intended to resemble prompt-based content generators.
AI continues to expand into more areas of everyday life. In the entertainment industry, some studios have moved ahead with AI development initiatives, including Amazon MGM Studios’ work on upcoming AI-assisted Prime Video projects and Disney’s exploration of AI-driven user-generated content for its streaming platform. The adoption of AI across entertainment has drawn concern and criticism from many creatives and members of the public, with critics arguing that it conflicts with an industry rooted in human creativity and original artistic expression.
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