Hollywood Faces Two AI Futures. Which Will It Choose?

Hollywood is approaching a defining decision point for AI. Studios can pursue a path where AI is used primarily to substitute for human labor, fueling ongoing concerns about authorship, creative control, and workforce disruption. Or they can pursue a different future, one where AI works alongside creative and business teams to expand the scale, speed, and impact of human talent.

This white paper explores how media and entertainment organizations can use AI to unlock new value across the content lifecycle, from development and production to localization, audience intelligence, rights management, and monetization. It also examines the emerging role of AI agents as a new digital support crew, helping studios remove operational bottlenecks, bring more projects to market, activate underutilized content libraries, and create new opportunities for creators and rights holders. The studios that lead in the next era of entertainment will be those that use AI not simply to automate work, but to expand what people, stories, and intellectual property can achieve together.

Inside the paper:

• The two competing AI futures shaping Hollywood
• How studios can adopt AI while preserving authorship and creative control
• Key use cases across production, localization, marketing, and rights management
• Ten AI agent concepts designed to augment creative teams
• Governance principles for responsible AI adoption
• Strategies to unlock new revenue and monetization opportunities