Google DeepMind is moving the application of the generated AI further towards the video industry. The company announced an investment of $75 million in the independent film company A24 and the parties will develop an AI tool around film production. According to DeepMind, this cooperation will allow them to obtain direct feedback from creators and use it to reorient their products.

Collaborative Focus Film Production Tool

A24 Prominently known as the Independent Film and Author Project, works such as " The Universe at a Time " have been launched in recent years, and several projects have been carried out with actors such as Timothy Charamé and Anne Hathaway. DeepMind defined this funding as part of the cooperation and described it as a joint development of a video-based creative process.

The Google DeepMind co-founder and CEO Demis Hassabis said that the most direct way to develop tools that really serve creators is to advance product design with artists. In its formulation, the parties will collaborate from the early stages of the project to grind around AI functions that are closer to real creation needs.

Hollywood still disagrees with AI.

The attitude of the video industry towards AI is not consistent. There has been controversy within the industry as to whether AI will change the division of functions such as writing, editing and visual production. However, a growing number of institutions, ranging from large platforms to traditional production companies, have begun testing relevant tools.

Earlier this year, Netflix announced the acquisition of Ben Affleck's company Interpositive, which is mainly developing an AI tool for filmmakers. In the past year, MGM Studios, under the Amazon, also set up a special AI department, focusing on the development of television dramas and film production chains.

Technology companies are accelerating access to content production

This investment shows that AI is moving from a generic model competition to a more specific industry scenario. Video production is characterized by high budget, long process and strong collaboration, and once tools are incorporated into the pre-planned, filmed or later stages, it is easier to create stable demand.

For DeepMind, collaboration with A24 content companies also helps them to establish case studies and industry relations in the area of creative tools. For video companies, early participation in the design of tools means that greater initiative can be sought between efficiency enhancement and creative control.