AI is taking Hollywood by storm

The technology is becoming an integral part of film production, despite resistance from stars. Discontent over the use of AI to write screenplays and create digital replicas of actors was one of the reasons behind the Hollywood strikes in 2023. Director Christopher Nolan called AI a “Trojan horse.”

AI is quietly gaining momentum. In March, Netflix acquired InterPositive for nearly $600 million. This year alone, the streaming giant has used AI in the creation of about 300 of its projects. Netflix co-chair Ted Sarandos stated that the technology “will give creators the best tools to bring their ideas to life.” In June, the AI company Google DeepMind invested $75 million in the film studio A24. Amazon, for its part, is actively promoting AI through AWS—a cloud infrastructure often referred to as the “invisible backbone” of the industry.

Directors are actively using AI. In the film "Young Washington", the technology was used to create special effects instead of dangerous stunts. Netflix first used AI in the Argentine series "Eternaut" to simulate a collapsing building. In the documentary series "The American Experiment", 17 minutes of AI-enhanced footage were created “twice as fast and half the cost,” Netflix emphasized.

Critics of AI fear a flood of low-quality content, pointing to Chinese “microdramas” that make heavy use of this technology.

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