AI to be Utilized for Cost Reductions

Sony Pictures is making waves in the entertainment industry by embracing generative artificial intelligence to streamline production and cut costs. Chief executive Tony Vinciquerra announced at an investor conference in Japan that the company is heavily focused on incorporating AI into the moviemaking process.

Vinciquerra stated, “We’ll be looking at ways to use AI to produce films for theaters and television in more efficient ways, using AI primarily.” This move comes amidst ongoing negotiations between Hollywood’s major crew union and top studios on a new contract, set to expire on July 31. The use of AI has emerged as a key negotiating point, with concerns about potential job displacement in the industry.

Last year’s strikes and agreements with unions have set the stage for how AI will be integrated into the production process. DreamWorks founder Jeffrey Katzenberg predicted that AI could reduce the cost of animated movies by up to 90%, disrupting the media and entertainment industries.

A recent study found that AI is already impacting jobs in Hollywood, with three-fourths of respondents indicating that AI tools have led to job elimination, reduction, or consolidation. Despite concerns about job displacement, industry professionals like cinematographer Kathryn Brillhart see the potential for AI tools to streamline visual effects and advance the craft.

Sony Pictures, known for recent releases like “Madame Web” and “Morbius,” is looking to AI technology to enhance future projects. While “Madame Web” faced challenges at the box office, the studio remains optimistic about the potential for AI to revolutionize the filmmaking process.