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A24 defends Google DeepMind partnership after backlash
Google is investing $75 million in A24 as part of an AI research partnership. The studio aims to help shape generative filmmaking tools rather than wait for imposed tech.
A24 publicly defended its artificial intelligence research partnership with Google DeepMind on Wednesday, after some of its own filmmakers criticized the use of generative AI in the industry. The studio said it wants to help build the tools rather than have them imposed on artists from the outside.
"This is a research partnership," Sophia Shin, an A24 spokesperson, said in a statement first reported by Wired. "We're working side-by-side with DeepMind's researchers to learn, iterate and build, having an active hand in shaping new tools and workflows."
She added: "Our relationship with our audience is something we don't take for granted. This partnership exists because we want to dictate what tools get built for artists, and so they have a voice in shaping them rather than having tools handed to them. We'd rather have a seat at the table than on the sidelines."
The deal behind the statement
News of the partnership broke earlier this week. Google is investing roughly $75 million in A24, though the money is tied to the AI collaboration rather than a traditional capital raise. The arrangement marks the first time Google has taken an equity stake in a movie studio, although it already owns YouTube through its parent Alphabet.
A24 and Google DeepMind plan to develop new workflows, tools, and techniques for filmmaking and distribution. These could span areas like generative video, where AI models assist with pre-visualization, editing, or de-aging effects.
Internal criticism
Not everyone inside A24's creative circle is on board. Kane Parsons, director of the A24-produced film "Backrooms," told the Australian this month that generative AI is "a symptom of broader cultural and economic rot." He said he gets no creative enjoyment from the tools and, if given the choice, would make generative AI "disappear forever."
Why this matters for creatives
For professionals working in visual storytelling, the A24 deal signals a shift in how studios approach artificial intelligence. Rather than waiting for tech companies to release production-ready tools, the studio is stepping in early to influence their design. That opens a window for artists who want a hand in steering the technology - but it also adds pressure to understand AI's capabilities now. As one of the most influential independent studios, A24's move could set a precedent for how creative autonomy and automated tools coexist. For creatives tracking AI for creatives, the message is direct: the technology is coming to set, and having a voice in its development may soon become part of the job.