A24 defended its AI partnership with Google after an outpouring of sentiment against the move.
A spokesperson for the company behind this summer’s global smash hit of more than $300 million back room “This is a research partnership. We are actively working with Google DeepMind researchers to learn, iterate, build, and shape new tools and workflows.”
The statement continued: “Our relationship with our audiences is not something we take for granted. This partnership exists because we want to dictate what tools we build for our artists, so they have a say in shaping them, rather than being handed tools. We’d rather have a seat at the table than sit on the sidelines.”
This statement was first reported by wiredfollows this week’s news that A24 and Google have formed an R&D partnership that DeepMind VP of Products Eli Collins said will “help artists develop new workflows and technologies.”
But critics have blasted the partnership online, saying it tarnishes A24’s standing as a pioneer and authentic provider of cutting-edge entertainment.
Google is also investing $75 million in A24, traditionally the most secretive company in the movie industry. Critics fear the deal could give the tech giant access to A24’s sensitive decision-making and artistic processes, potentially influencing its storytelling.
But A24 says that is not the focus of the partnership. The statement continued: “The truth is, we don’t necessarily like Hollywood’s current on-screen AI output, and we’re not sure we’ll even ultimately produce technology on that front. This partnership is first and foremost about learning and helping with behind-the-scenes workflow issues.”
