As Oscars are awarded: How artificial intelligence is reshaping Hollywood

​While the world discusses the winners of the latest Academy Awards ceremony, the film industry itself is going through a quiet technological revolution. Artificial intelligence is increasingly being used in film and TV production — from visual effects to post-production and marketing. Major studios and streaming services are already investing millions of dollars in new technologies that could radically change the future of cinema.

A new reality for Hollywood

On the night of March 15–16, the 98th Academy Awards ceremony took place in Los Angeles. The top prize for Best Picture went to One Battle After Another, while Michael B. Jordan won Best Actor for his role in Sinners.

Loading...

The tweet was deleted by the author.

But we saved everything 🙂.

The Oscars — and Hollywood itself — still seem like something familiar and almost unchanged. But in reality, the film industry is no longer what it used to be, as artificial intelligence is taking up more and more space within it.

This is not about rare experiments but about a broader shift. Janice Min, former editor of The Hollywood Reporter and head of Ankler Media, spoke openly about it. According to her, studios are using AI far more actively than they are willing to admit publicly. She also believes that many screenwriters already turn to tools like ChatGPT or Claude while working, even if they prefer not to talk about it openly.

A good example of this trend is Netflix’s deal with the AI startup InterPositive, which, according to Bloomberg, was founded by actor Ben Affleck. The acquisition could reach $600 million. Netflix is interested in tools that allow filmmakers to modify already-shot footage without reshoots — removing unwanted objects from scenes, replacing backgrounds, and speeding up post-production work.

AI becomes part of the film industry

For major studios, interest in AI is not just about new technology — it is a practical calculation. In the past, even a small correction could require additional filming and significant costs. Now some of these tasks can be solved faster and more cheaply. That is why deals like the one Netflix signed are becoming increasingly common.

For example, AMC Networks — the company behind such iconic series as Mad Men, Breaking Bad, and The Walking Dead — has partnered with AI startup Runway. Its technology allows producers to generate visual scenes and images before filming even begins. This helps showrunners see how a project might look in advance and make creative decisions without expensive test shoots.

Loading...

The tweet was deleted by the author.

But we saved everything 🙂.

AI is also being used in marketing. With generative models, studios can quickly create promotional images and concept visuals for films and series without organizing photo shoots. For companies competing with streaming platforms, this is a way to reduce costs and speed up the launch of new projects.

Using AI is important for studios not only from a production perspective but also from a business standpoint. The market often sees such technologies as a signal that a company is improving efficiency, which can boost investor interest and support share prices.

However, the topic of artificial intelligence remains sensitive in Hollywood, especially after the large-scale actors’ and writers’ strikes in 2023, when one of the main concerns was that new technologies could replace creative professionals.

A new source of controversy

Recently, debates about AI in Hollywood reached a new level. The reason was the appearance of a virtual actress named Tilly Norwood — a character created entirely using artificial intelligence. Her creator, actress and producer Elaine van der Velden, described the project as an experiment and a “digital work of art,” but the reaction in Hollywood was extremely harsh.

Loading...

The tweet was deleted by the author.

But we saved everything 🙂.

Many actors publicly criticized the appearance of such an “actress.” Game of Thrones star Sophie Turner reacted with a short “no thanks,” while actor Ralph Ineson wrote an even harsher response on social media. Critics argue that projects like this could undermine the acting profession itself, as studios could theoretically create digital performers without involving real people.

According to Deadline, the largest U.S. actors’ union, SAG-AFTRA, also expressed its position. The organization stated that creativity should remain human-centered and warned that replacing human actors with synthetic ones could threaten the entire industry.

A neural network instead of a film camera

While Hollywood debates the role of artificial intelligence, AI-driven projects are already appearing on screens. One of the most notable examples is the Chinese AI-generated drama Huo Qiubing. The series was created by a team of just three people in five days, producing 80 episodes with a budget of about $430. The project became extremely popular, gathering more than 500 million views.

Another example is the American mini-series On This Day… 1776, produced using AI technology from Google DeepMind. The series is produced by Darren Aronofsky through his AI company Primordial Soup, and episodes are published on Time’s YouTube channel. The creators present it as a new format for historical storytelling.

All these examples show that artificial intelligence has already become part of the modern film industry. It helps studios release content faster, reduce costs, and experiment with new production approaches — while also intensifying debates about quality and the future of acting as a profession. The influence of AI on cinema is already difficult to deny, but how deeply these technologies will change the very logic of filmmaking remains an open question.