{"id":1056042,"date":"2026-06-28T19:24:34","date_gmt":"2026-06-28T19:24:34","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/1056042\/"},"modified":"2026-06-28T19:24:34","modified_gmt":"2026-06-28T19:24:34","slug":"a24-wants-you-to-be-nice-about-its-google-ai-deal","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/1056042\/","title":{"rendered":"A24 Wants You to Be Nice About Its Google AI Deal"},"content":{"rendered":"

Earlier this week, we learned A24 entered a research partnership with Google\u2019s DeepMind unit<\/a>. The reactions were\u2026 not happy,\u00a0to say the least. And like many who\u2019ve let generative AI into their hearts, the film studio\u2019s now left playing defense for its widely panned decision.<\/p>\n

In a statement to Wired<\/a>, A24\u2019s communications rep Sophia Shin stressed the \u201cresearch\u201d part of its Google partnership. \u201cWe\u2019re working side-by-side with DeepMind\u2019s researchers to learn, iterate, and build, having an active hand in shaping new tools and workflows,\u201d she explained. \u201cThis is about learning and helping pain points in workflows behind the scenes. [\u2026] It exists because we want to dictate what tools get built for artists, so they have a voice in shaping them rather than having tools handed to them.<\/p>\n

While acknowledging A24 doesn\u2019t love \u201cany of the current AI outputs onscreen in Hollywood,\u201d Shin considers this partnership a bit of a necessary evil. \u201cWe\u2019d rather have a seat at the table than on the sidelines,\u201d she stated. The promise of further artist agency and \u201ca seat at the table\u201d are common shields from genAI users, but it doesn\u2019t seem to be working here. Fans consider this move ironic and a betrayal, given Backrooms\u00a0director Kane Parsons<\/a> recently called the tech \u201ccultural and economic rot\u201d and wished he could just snap it out of existence.<\/p>\n

Before that, the studio didn\u2019t seem to have much interest in generative AI. In 2024, it came under fire<\/a> for using the tech to create posters for Civil War,\u00a0while months later, its horror film Heretic <\/a>had a disclaimer promising it wasn\u2019t made with the technology. But Hollywood\u2019s become gradually more accepting<\/a> of generative AI and its supposed potential for the filmmaking process. In that sense, maybe it was inevitable for A24 to fall in line.<\/p>\n

\n

Want more io9 news? Check out when to expect the latest Marvel<\/a>, Star Wars<\/a>, and Star Trek<\/a> releases, what\u2019s next for the DC Universe on film and TV<\/a>, and everything you need to know about the future of Doctor Who<\/a>.<\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"Earlier this week, we learned A24 entered a research partnership with Google\u2019s DeepMind unit. The reactions were\u2026 not…\n","protected":false},"author":2,"featured_media":1056043,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[3163],"tags":[21211,323,1942,751,66701,53,16,15],"class_list":["post-1056042","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artificial-intelligence","tag-a24","tag-ai","tag-artificial-intelligence","tag-generative-ai","tag-google-deepmind","tag-technology","tag-uk","tag-united-kingdom"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/116829373591582413","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/1056042","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=1056042"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/1056042\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/1056043"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=1056042"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=1056042"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=1056042"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}