Artificial intelligence is reshaping Hollywood, according to Variety, highlighting the industry's division on its adoption.
A recent report from Variety published on September 17, 2026, delves into how artificial intelligence (AI) is increasingly being integrated into the entertainment industry. The exploration underscores a significant divide among industry players—some view it as a tool for innovation and creative expression, while others worry about its potential to disrupt traditional filmmaking.
The report identifies ten companies at the forefront of this AI revolution, illustrating various applications that promise to enhance creative processes without sidelining human talent. The rapid evolution of AI technology has led to what some call an AI gold rush, propelling household names and startups alike into the fray.
Among the established companies leading the charge into AI integration is Netflix. In a bold move, the streaming giant acquired InterPositive AI, a startup co-founded by actor Ben Affleck, for nearly $600 million. This acquisition aims to enhance Netflix's capabilities, as the company is already incorporating AI into over 300 programs across its library. Netflix positions itself as a pioneer willing to invest heavily in AI tools that will redefine content creation.
Amazon MGM has also made strides in this area by appointing Albert Cheng as the head of its newly established AI Studios. This division focuses on integrating AI into the company's production pipeline, enhancing operational efficiency without mandating its use. The studio has actively engaged in discussions around AI's role in Hollywood through its AI on the Lot conference, highlighting future projects involving AI-animated series.
Alongside established leaders, disruptive startups like Particle 6 and Higgsfield are emerging, promising to revolutionize filmmaking. These companies have garnered attention for their unconventional approaches, such as creating AI-generated films and depicting virtual actors like Tilly Norwood. This aspect has raised concerns at major talent agencies about AI’s potential impact on human jobs, prompting new guidelines from SAG-AFTRA concerning synthetic performers.
Particle 6 has emphasized that its AI-driven projects aim to serve underserved audiences, asserting that the technology should complement, rather than replace, human actors. This rationale aims to alleviate fears that AI might replace traditional roles within the industry.
Despite the enthusiastic embrace of AI technologies, public sentiment remains skeptical. Social media reactions have been largely negative regarding recent AI applications in films, such as Eli Roth’s Ice Cream Man. Industry observers note that fear surrounding AI's societal impact could slow its acceptance within Hollywood.
Jon Erwin, a director involved in AI initiatives, underscores that historical resistance to new technology typically accompanies such transitions. He advocates for viewing AI as a tool that can empower filmmakers rather than diminish artistic contributions. This perspective could lead to broader acceptance if effectively communicated by industry leaders.
As major studios pivot to incorporate AI into their content creation processes, the response from creators, audiences, and critics will significantly shape the trajectory of these technologies. The divide in opinion suggests that while AI's potential applications continue to grow, its acceptance will likely remain contentious, reflecting ongoing debates around art, technology, and the future of cinema.
For further context, see Netflix's All-In Approach or explore Lionsgate's Strategies for AI Integration to understand how these companies are navigating this complex landscape.
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