A24 takes on Google money to build AI tools

A24, one of the most prominent independent film studios in the United States, has secured $75 million in funding from Google with the stated goal of building AI tools for movie production. The investment represents a significant step for a studio that has built its reputation on auteur-driven, lower-budget filmmaking - suggesting that AI-assisted production workflows are now being considered across the industry, not just at major Hollywood studios.

The specifics of what those tools will look like remain sparse, but the focus on production broadly could include anything from pre-visualization and storyboarding assistance to editing, visual effects, or scheduling and logistics support. Google has been actively seeking partnerships in creative industries as it works to expand the practical application of its AI models, and a deal with a studio of A24's cultural standing provides both visibility and a real-world testing ground.

For A24, the arrangement raises questions about how AI tooling will intersect with the studio's creative identity. The studio has long been associated with giving filmmakers substantial creative control, and any AI integration would presumably need to fit within that ethos to avoid friction with the directors and writers it works with. The film industry more broadly has been navigating intense debate over AI's role following the 2023 SAG-AFTRA and WGA strikes, which resulted in contracts containing specific provisions around AI use.

Google's involvement is also worth noting in the context of competition among AI developers for entertainment industry partnerships. OpenAI, Adobe, and a range of specialized startups have all been courting film and media companies. A direct investment of this size - rather than a licensing arrangement - suggests Google is looking for deeper integration and longer-term influence over how production-focused AI tools are designed and adopted.