A24 Partners with DeepMind on AI Tools

A24 and Google’s DeepMind announced a research partnership giving A24 Labs access to DeepMind’s research and infrastructure. Deal is framed as an effort to “learn, iterate, and build” tools. It does not grant Google access to A24’s content library nor require filmmakers to adopt resulting technology.

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A24’s move follows deals. Disney licensed its characters to OpenAI and sued MiniMax and Midjourney. Lionsgate expanded its Runway partnership to create AI-generated franchises, and Netflix bought Ben Affleck’s InterPositive to develop filmmaker tools. These actions show a sector seeking integration and protecting intellectual property.

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A24 said the partnership lets the studio “have a seat at the table” to shape tools rather than receive them passively; DeepMind’s blog post called collaboration with filmmakers “the best way to develop tools that empower artists.” Deal is framed as a proactive step to responsibly guide technology.

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Backlash accused A24 of betraying its audience and called the deal “rancid.” Director Kane Parsons called generative AI “a symptom of broader cultural and economic rot” and said he would “snap my fingers and make generative AI disappear forever.” Director Scott Beck warned of “one of the ethical battles” and cautioned that unchecked AI could become “dangerously” entrenched within five to ten years.

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• “We’re working side-by-side with DeepMind’s researchers to learn, iterate, and build, having an active hand in shaping new tools and workflows.” — Sophia Shin, A24

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• “the best way to develop tools that empower artists is to work directly with them.” — Demis Hassabis, DeepMind

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• “a symptom of broader cultural and economic rot” — Kane Parsons, Backrooms

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• “We are in a time where I feel like creatively we’re in one of the big ethical battles, and the race is already ahead of us,” — Scott Beck, Heretic

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By partnering early, A24 aims to shape AI tools that could affect film production. Deal shows a studio strategy to guide technology rather than react, underscoring tension between artistic control and commercial interests as AI spreads. A24’s upcoming film “The Debut” will be the first project promoted with partnership. A24 and DeepMind say workflows are in development, but no rollout dates are set.

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Sources say the partnership does not give Google access to A24’s content library, but give no details on indirect data sharing or licensing. Timeline for AI tools is unspecified, leaving uncertainty about when filmmakers might be required or encouraged to adopt the technology.

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