In the entertainment industry, there’s a growing reliance on artificial intelligence, despite ongoing protests and legal actions by performers. A survey by the Los Angeles Times highlights trends in job postings that reveal significant AI-related recruitment by major studios.
AI’s Emerging Role in Studios
Among hundreds of job listings in late June, over 10% were linked to AI. Leading studios, including Disney and Netflix, are actively hiring for AI development roles and teams focused on safeguarding intellectual property from unauthorized AI use. Yoland Yan of ComfyUI commented on the widespread yet discreet hiring in this area.
Studios are cautious about publicizing their use of generative AI due to potential backlash from consumers and unions. For instance, job ads from Amazon MGM and Walt Disney Studios indicate a demand for AI executives and production technologists. Bryn Mooser of Asteria, an AI film studio, observed that these job postings reflect ongoing AI integration.
Expanding AI Applications
Netflix recently advertised for a ‘Manager, Generative Workflows’ position, designed to introduce AI into their film productions. The goal is to integrate AI into films released in the U.S. and Canada.
Filmmakers like Martin Scorsese and stars such as George Lucas have often been vocal about embracing AI for storytelling. Lucas equated rejecting AI to choosing outdated technology over modern advancements.
Ben Affleck’s AI film tech venture, InterPositive, which now belongs to Netflix, focuses on using AI to enhance filmmaking while preserving creative human oversight.
Job Listings Reveal Studio Trends
The survey employed a custom scraper to identify job offerings at major studios. Around 250 job listings were found, of which about 30 were AI-focused. Disney, Netflix, and Amazon are building AI workflows for visual effects, sound, and dubbing, as well as in-house teams for custom generative-AI model development.
Disney’s AI-related job postings suggest a growing research and development effort, with roles aimed at bridging research with studio applications. Industrial Light & Magic searches for supervisors to explore AI technologies, while Skywalker Sound recruits talent to create proprietary AI models for diverse audio needs.
Studios and Union Involvement
Disney also focuses on content security roles to protect against AI piracy and unauthorized use. Recent initiatives include legal actions against AI companies for inappropriate use of copyrighted materials.
Netflix’s job posts indicate a pivot to integrate AI on the creative side, with practical applications demonstrated in productions like ‘Brazil ’70’ and ‘Glory.’ Amazon continues to push AI advancement, appointing a principal AI executive and commissioning AI-driven animation projects.
While studios seek to expand AI teams, industry resistance remains. SAG-AFTRA’s latest contract includes protections against AI-generated performances, and ongoing discussions with studios aim to ensure transparent AI use.
Despite social, ethical, and legal challenges, AI adoption in the film industry is evident, according to Mooser. Studios and unions continue to navigate the complexities of AI integration.