Sony Pictures Incorporates AI in Film & TV

Sony Pictures CEO Tony Vinciquerra announced plans to integrate AI into film and TV production for greater efficiency.

Sony Pictures is integrating generative artificial intelligence (AI) into its film production processes. At an investor conference in Japan, Sony’s CEO, Tony Vinciquerra, emphasized the studio’s commitment to AI. “We’ll be looking at ways to use AI to produce films for theaters and television in more efficient ways, using AI primarily,” Vinciquerra said. This strategic pivot comes at a time when cost reduction is increasingly important in the industry.

The announcement coincides with tense ongoing negotiations involving Hollywood’s major crew union and top studios, with existing contracts set to expire at the end of July. Similar to recent actors and writers strikes, the talks include discussions about the implications of AI on jobs, positioning union protections as a significant aspect of the debate. The outcome of these talks could heavily influence how extensively Sony and other studios can employ AI technologies.

Vinciquerra highlighted that the studio's move toward AI is shaped by these union agreements. The conversation around AI in Hollywood isn’t new. Industry veterans like DreamWorks founder Jeffrey Katzenberg have previously noted that AI could drastically reduce the costs of creating animated films, suggesting a future where significantly fewer artists could accomplish what once took hundreds.

A report from January this year underscores a growing concern in the industry, indicating that three-quarters of entertainment leaders believe AI is contributing to job losses, notably affecting voice actors, concept artists, and postproduction workers. Despite these concerns, some industry professionals see potential benefits. Kathryn Brillhart, visual production supervisor for Fallout, Rebel Moon and Black Adam, advocates for AI's ability to enhance visual effects (VFX) work and streamline production workflows.

Sony’s venture into AI-driven production follows some box office disappointments, such as the recent underperformance of ‘Madame Web’ and the critical flop ‘Morbius’. These setbacks may have heightened the urgency for Sony to find more sustainable and innovative production methods.