Independent studio A24 recently signed a $75 million deal with Google DeepMind, a move that provoked strong reactions from fans and some film professionals. Many critics and viewers said the studio had effectively "sold its soul," arguing that artificial intelligence (AI) can never truly produce art.
The partnership is intended to support A24 Labs, the studio’s technology division: DeepMind and A24 will jointly explore what kinds of tools filmmakers might need. Both parties stated that the agreement does not grant Google access to A24’s core storage or data, and that using any new tools will be optional for filmmakers.
What tools are being developed? From storyboards to workflow aids
A24 Labs is already working on an application that generates AI-driven storyboards and moodboards—visual outlines of a film that can assist production planning before shooting. Sophie Shin, an A24 spokesperson, said the partnership was motivated by a desire to have the studio and artists shape the tools themselves rather than accept pre-built solutions.
Shin also noted that A24 is not necessarily a fan of current generative imagery and that the deal is primarily meant to streamline workflows.
Backlash from audiences and filmmakers
The announcement prompted many negative comments: fans and some filmmakers voiced disappointment, and a number of critics called the spread of AI a form of cultural and economic decay. Kane Parsons, director of Backrooms – Hátsó szobák, is a vocal opponent of AI use and had previously criticized the technology.
Opinions within the industry are split. Some creatives oppose widespread AI use, while others are open to experimentation. Notably, Martin Scorsese joined the advisory board of Black Forest Labs in early June, and Darren Aronofsky has founded his own AI company, which also collaborates with DeepMind.
AI in cinema: context and controversies
Debate over AI’s role in film is not new. In 2023, parts of the Hollywood workforce struck partly over AI concerns. In 2025, Hungarian editor Jancsó Dávid said that AI was used for certain tasks on A brutalista—for example, processing Adrien Brody’s Hungarian lines—and described AI as a speed-up rather than a replacement for standard practices.
Elon Musk has publicly stated that his Grok Imagine company will be able to generate a full AI-made feature film by the end of the year, adding fuel to the debate about whether AI can or should produce cinema.
Labor impact and professional perspectives
Kálmán Mátyás, co-founder of Promptmonsters, said AI has produced the biggest changes in advertising and post-production. He warned that professionals who do not learn to use AI could fall behind, as other companies may accomplish similar work with fewer people and lower costs. Kálmán believes acting is among the least replaceable roles but predicts some markets—such as voice-over narration—could diminish over time.
Ruth Fowler, a British screenwriter, described how gig work related to AI training can erode creativity and is not always fairly compensated.
Cinematographer Erdély Mátyás, who has worked on an A24 project, acknowledges the potential of AI but insists that the human element gives film its soul. He thinks AI can be useful for tasks like location scouting or audio cleanup, but that anticipating and solving on-set problems still requires human experience.
What this means for A24
A24’s decision damaged its image among some fans, but the studio maintains that the partnership was necessary to influence the development of tools tailored to artists’ needs. So far, there is no indication that AI is causing mass job losses in film production, and A24 is likely to weather the controversy—similar disputes have arisen around the company before.
The issue remains divisive: some filmmakers and technicians support technological innovation to improve workflows, while others worry AI will erode the human, creative core of cinema.
