Amazon’s AI Push Moves into Hollywood’s Production Pipeline
The initiative is also supported by Amazon Web Services, with the company planning to work with multiple large language model providers.
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Amazon MGM Studios is preparing to roll out its in-house artificial intelligence tools to select industry partners, signaling a deeper push to integrate AI into film and television production, Reuters reported.
The move follows Amazon’s launch of a dedicated AI Studio last year to develop proprietary tools aimed at streamlining production workflows, including improving character consistency across shots and supporting pre- and post-production.
After internal testing, the company will begin a closed beta programme next month, inviting industry partners to experiment with the tools. Amazon expects to share early results by May, the Reuters report said.
Amazon’s AI Studio has been working with a small group of high-profile creatives, including Maleficent director Robert Stromberg, The Big Bang Theory actor Kunal Nayyar, and former Pixar animator Colin Brady, to better understand how AI can be integrated into real-world production environments.
The initiative is supported by Amazon Web Services, and the company plans to work with multiple large language model providers.
Albert Cheng, who heads the AI Studios initiative, has repeatedly stressed that AI is meant to assist, not replace, creative professionals. In a recent LinkedIn post, Cheng wrote, “The future of our business lies in defining how AI is used in film and television, as human-centered—where creative artists are involved in driving every aspect of cinematic storytelling that makes it special and timeless.”
Describing AI as an enabling technology rather than a disruptive force, Cheng said the tool, like all other technology advancements of the past, enables audiences to experience worlds like never before.
He said experimentation is essential to shaping the next phase of filmmaking: “To take ground, we have to make things with it, learn and set forth a new template of filmmaking that honors creative artists, respects the audience and builds a sustainable business model.”
Amazon has said that AI-generated content produced using its tools will not be absorbed into other AI models, citing intellectual property protection as a key priority. One internal example cited is the biblical series House of David, which featured around 350 AI-generated shots in its second season.
Despite these assurances, the growing use of AI in Hollywood continues to stir anxiety.
Social media reactions highlighted widening concerns across the creative community. One X user wrote, “There won’t be a Hollywood in a few years.”
Another warned that efficiency gains could come at a human cost, saying, “AI may speed up production, but the real question is who gets left behind in the process.”
The debate is intensifying as more studios experiment with generative AI. Netflix has also begun using the technology, with co-CEO Ted Sarandos recently announcing that The Eternaut used generative AI to create a building collapse scene.
