The rapidly changing artificial intelligence landscape has Hollywood struggling to keep up

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Why it matters: Just in the last two weeks, the first public partnership between a studio (Lionsgate) and a generative AI company (Runway) was announced, and Governor Gavin Newsom signed and vetoed a slew of AI bills. The speed of this development – and the technology itself – has made how to deal with artificial intelligence a pressing dilemma for Hollywood decision-makers.

“Natural” hierarchy: AI companies are at the top of the food chain, armed with technology and billions of dollars in capital. Next in line are studios that have content that AI companies want to improve their AI models. They are trying to use AI to cut costs, which many fear will lead to job losses as AI usurps roles currently performed by humans. Talent, unfortunately, has the least advantage over big tech and studios when it comes to artificial intelligence. Studios, for example, require actors to sign a contract allowing them to make a digital replica of the performer. If they don’t sign, the actors will lose their roles.

Newsom’s big bills: Technology is a bigger economy than Hollywood, which partially explains Newsom’s decision to veto a bill that would require more AI guardrails to protect against such “critical harms” as cyber attacks and mass casualties, among others. While many stars, as well as SAG-AFTRA, supported the sweeping AI bill, major AI tech companies opposed it.

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