‘Everyone Is Doing It’: The Truth About AI in Hollywood

Matt Belloni, a seasoned Hollywood insider and founding partner at Puck, recently shared his insights on the widespread adoption of artificial intelligence in the entertainment industry. According to Belloni, the term "everyone is doing it" refers to Hollywood professionals utilizing AI for various purposes, both creative and administrative.

While generative AI is generating some controversy, particularly around copyright and IP concerns, the more practical aspects of AI, such as streamlining workflows and improving search results, are being embraced across the board.

A prime example of this trend can be seen in a prominent showrunner who publicly criticized her writing team for not leveraging AI tools like ChatGPT. Despite this backlash, the Writers Guild has taken a more lenient stance, as long as credited writers are involved and jobs aren't negatively impacted. On the generative AI front, the animation industry appears to be leading the charge, with Netflix boasting that 300 of their shows utilize AI to some extent.

This technology, while not yet perfect, has the potential to drastically cut down production costs and times.

However, the stigma surrounding AI use in Hollywood is still palpable, as evidenced by a creator who stepped down following backlash over using AI-generated content. Despite this pushback, major players like Netflix have thrown their support behind AI integration, even purchasing Ben Affleck's AI startup for a reported $587 million.

As the technology continues to evolve, it remains to be seen how Hollywood professionals will navigate the complexities of AI adoption, balancing the potential benefits against the risks and public perception.