Google and Meta Platforms have reportedly engaged in discussions with major Hollywood studios to license content for the AI-powered video production software. Both companies aim to develop technology that can create realistic scenes from text messages and have offered significant financial incentives for collaboration. OpenAI, backed by Microsoft, is involved in similar negotiations. All three companies declined to comment on those discussions.
Hollywood studios are interested in using AI to cut costs, but remain cautious about losing control of their content. This week, actress Scarlett Johansson asked OpenAI to stop using a voice that looks like hers for a chatbot, highlighting concerns about unauthorized use.
The stakes are high. News Corp recently agreed to a deal worth more than $250 million over five years, allowing OpenAI to use content from its publications. Warner Bros Discovery is open to licensing content for specific segments, while Walt Disney and Netflix have shown interest in other types of partnerships but are unwilling to license their entire libraries.
AI has already been incorporated into Hollywood production. Director Tyler Perry used artificial intelligence for makeup recreation in his Madea films, and director Robert Zemeckis used artificial intelligence to age Tom Hanks in an upcoming film. New AI tools like OpenAI’s Sora and Google’s Veo promise to create vivid, hyper-realistic clips from short descriptions, creating excitement and anxiety in the industry. Last year, actors and writers went on strike over concerns that artificial intelligence could replace their jobs.
Tyler Perry, who was impressed by Sora, cut an $800 million studio expansion earlier this year. While he sees opportunities in artificial intelligence, he has also called for industry regulations to manage its impact on work. Without such regulations, he believes the industry may struggle to adapt.
The music industry has taken a firm stance against artificial intelligence. Universal Music Group sued AI startup Anthropic for copying song lyrics and temporarily removed its music from TikTok to ensure artist protection. Sony Music Group recently warned its partners not to train AI models on its music.
Despite these concerns, no major studio has yet sued a tech company for using artificial intelligence. Studios are hoping to harness the potential of AI rather than fight a transformative technology. However, they have yet to establish significant commercial relationships with the largest technology companies.
Hollywood executives are also wary of potential tensions between studios and their creative partners. Studios believe they have the rights to license films to AI companies, but actors whose faces or voices are used in AI training want a say in the process. Some players have already entered into deals with AI companies, adding another layer of complexity to these negotiations.
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