A24 is defending its Google AI partnership with Google DeepMind after the announcement this week drew swift criticism from film industry observers. The studio describes the A24 Google AI partnership as a research initiative aimed at giving filmmakers a direct role in shaping how AI tools are developed and used in production, rather than leaving that process entirely to tech companies.
The deal comes with a $75 million investment from Google in the studio. Eli Collins, Google DeepMind Vice President of Product, said the collaboration would “help artists develop new workflows and techniques.”
In a statement reported by Wired, an A24 spokesperson said: “We’re working side-by-side with Google DeepMind’s researchers to learn, iterate, and build, having an active hand in shaping new tools and workflows.” The studio added that it wants to “dictate what tools get built for artists” so they “have a voice in shaping them rather than having tools handed to them. We’d rather have a seat at the table than on the sidelines.”
Why the A24 Google AI partnership drew criticism
Critics questioned how A24, known for backing unconventional films from directors including Ari Aster and Alex Garland, could enter a formal research arrangement with one of the world’s largest technology companies without compromising its creative identity or giving Google access to confidential production processes.
The concern extends beyond AI alone. A $75 million investment from Google raises questions about A24’s independence going forward, and whether “research partnership” describes something meaningfully different from a deeper commercial alignment.
A24’s position on on-screen AI
A24 was direct about generated content. “Truth is we don’t necessarily love any of the current AI outputs onscreen in Hollywood,” a spokesperson said. The studio framed the collaboration as targeting behind-the-scenes workflow challenges, such as scheduling and pre-production tools, rather than AI-generated footage, scripts, or performances.
That distinction matters in the broader labor context. The Writers Guild of America and Screen Actors Guild-AFTRA both won contract provisions restricting AI use in production during their 2023 negotiations. Whether those provisions extend to research arrangements like the A24 Google AI deal has not been publicly addressed.
Engagement vs abstention
A24’s approach, staying close to AI development on its own terms and shaping the tools that get built, runs counter to how many studios and creative organizations have responded to the technology. Some companies have licensed content libraries for AI training programs. Others have refused any formal AI engagement. A24 argues that standing apart from the development process only means the tools get built without artists having any input.
The studio has not disclosed what equity stake, if any, Google received as part of the $75 million investment. A24 has also not said which specific tools or workflows the partnership is designed to produce, or what timeline the research arrangement operates on.