A24 has responded to backlash over its new collaboration with Google DeepMind, emphasizing that the deal is a research partnership focused on behind-the-scenes tools rather than generative AI content.
Sophia Shin, an A24 spokesperson, said the company does not necessarily love current generative AI projects in Hollywood. She described the arrangement as a $75 million research partnership with DeepMind that allows A24 to work directly with researchers on new tools and workflows.
Shin stressed that A24 and its filmmakers will retain full creative control. The partnership aims to give artists a voice in shaping tools instead of having them imposed, she told Wired.
Eli Collins, VP Product at Google DeepMind, announced the investment on Monday. Shin added that there are no plans to use A24's existing intellectual property for generative AI tools.
