Google and A24 DeepMind AI filmmaking partnership: what it means for AI tools in indie cinema
Published by AINave Editorial • Reviewed by Ramit
The AI filmmaking partnership with Google and A24 represents a new model for how AI tools enter creative workflows. Google has invested roughly $75 million in independent studio A24 and launched a joint research partnership with DeepMind, with a key structural difference from typical tech-studio deals: A24's content library is explicitly excluded from Google's training data, and the agreement is multiyear and nonexclusive.
What happened
Google is investing roughly $75 million in A24, the independent studio behind films like Backrooms and Obsession, and launching a DeepMind AI filmmaking research partnership. This marks Google's first equity stake in a film studio. The partnership gives A24 filmmakers hands-on access to DeepMind's research infrastructure while DeepMind receives real-time feedback from working directors as it builds new creative tools.
Crucially, the deal does not give Google access to A24's existing film and television library or its content data. The partnership is structured as a multiyear, nonexclusive research agreement, meaning A24 is not locked into using only Google's tools and Google cannot train models on the studio's catalogue. One early project already under way involves using AI to generate storyboards, the rough visual sketches directors use to plan scenes before cameras roll.
Scott Belsky, an A24 partner who leads the studio's technology division, told the Wall Street Journal that the partnership differs from other Hollywood AI deals because most AI developers mistakenly pitch their products as a way to make films cheaper and faster rather than better. DeepMind CEO Demis Hassabis said the goal is to develop tools that empower artists by working with them from day one rather than building in isolation.
Why AI builders should care
For teams building AI products for creative industries, this deal demonstrates a model where AI tooling is developed with direct input from working directors, aiming to create better-than-cheap tools for film production. The collaboration exemplifies a trend where tech companies partner with studios to shape production workflows without owning or training on a studio's catalog.
Broader industry context shows this is part of a larger shift. Netflix acquired Ben Affleck's stealth AI filmmaking startup InterPositive in March, gaining exclusive post-production tools trained on real footage. Martin Scorsese joined AI image startup Black Forest Labs as an adviser, using its FLUX model to storyboard scenes for his next film. OpenAI is backing Critterz, an AI-assisted animated feature with a budget under $30 million produced on a nine-month timeline. These moves signal an expanding landscape of AI in film production workflows, making it relevant for any builder targeting media, entertainment, or creative tooling.
The partnership also foregrounds risk management around editorial control and data usage. The exclusion of A24's library from training data and the nonexclusive nature of the agreement suggest that studios are negotiating hard to protect their intellectual property while still experimenting with AI capabilities.
Practical implications
For developers and product teams, the practical implications are twofold. First, AI tools under development may include storyboarding and other pre-production aids shaped by director feedback. This model is designed to empower artists from day one rather than merely reduce cost or time. Second, Google's strategic aim is to position DeepMind as the preferred AI partner for filmmakers, influencing future production pipelines and labor negotiations.
A24 itself brings a distinctive position to the AI conversation. The studio has built one of the most recognizable brands in independent film over the past decade, and it is preparing its most ambitious production yet: an Elden Ring adaptation directed by Alex Garland with a budget well above $100 million. This high-profile project will likely be an early proving ground for the tools developed through the partnership.
For builders, the key takeaway is that AI tool integration in film will be shaped by artist collaboration rather than pure automation. If you are building AI tools for creative workflows, the Google-A24 model suggests that direct user involvement in tool design is becoming a competitive advantage.
Caveats
Several caveats deserve attention. The exclusion of A24's library from training data may limit some AI capabilities or training opportunities for Google; long-term effects are uncertain. The partnership's success depends on ongoing negotiations and how tools are integrated into actual productions.
The wider industry context includes ongoing labor negotiations over AI use in filmmaking, which could affect deployment and governance of these tools. Additionally, the recent episode where Amazon dropped its nearly finished Sam Altman biopic reportedly because of editorial conflicts illustrates how financial ties between tech companies and studios can create tensions. The Google-A24 partnership will need to navigate similar dynamics as the tools it produces become part of real productions.
FAQs
What is the Google-A24 AI filmmaking partnership and what does it entail?
Google is investing about $75 million in A24 and launching a DeepMind AI filmmaking research partnership. The deal is multiyear and nonexclusive, with A24 gaining access to DeepMind's research infrastructure and real-time director feedback guiding tool development. A24's existing library will be excluded from Google's training data.
How will DeepMind's AI tools be used in film production according to the agreement?
Early projects include AI-generated storyboards to plan scenes. Tools are being developed with input from working directors to improve film creation, not just reduce costs.
Will A24's library be excluded from Google's AI training data as claimed?
Yes, the described arrangement explicitly excludes A24's existing film and television library from Google's training data.
What potential implications does this deal have for AI in filmmaking and labor negotiations?
The deal signals a trend of filmmaker-involved AI tooling, potentially affecting deadlines, budgets, and workflows. It sits within broader industry discussions and labor negotiations regarding AI use in filmmaking.
Who are the key people involved in this partnership?
Demis Hassabis (DeepMind CEO) and Scott Belsky (A24 partner leading technology) are mentioned in the reporting; Alex Garland is noted in association with an Elden Ring adaptation and broader AI conversations.
How does this deal compare to other AI-in-film moves like Netflix's InterPositive acquisition?
The article context places this as part of a broader industry shift toward AI-assisted workflows, with Netflix's InterPositive post-production tools representing a separate but related development in the space.