
By Debra Kaufman
Is ChatGPT taking over Hollywood? AI inroads into M&E was the focus of discussion at HPA NET's May 2 gathering at the Universal Sheraton. Subject matter experts helmed ten roundtables, posing provocative questions and keeping the sold-out crowd buzzing into the evening.
Although these tools have been part of the industry for the past several years, 2022's spectacular breakthroughs, including DALL-E, which creates pictures from language prompts and ChatGPT, a natural language processing tool, made this the perfect time to explore the topic. All the major tech companies - think Amazon, Google, Facebook, Microsoft - are deeply invested in pushing AI forward. Evidence of that is a recent research report, published by Microsoft, that reported that its new AI system was showing signs of artificial general intelligence (AGI) which, says The New York Times, is shorthand for a machine that can do anything the human brain can do.
In Hollywood, artificial intelligence has inserted itself into nearly every workflow. Results have largely been laudatory, but also sparked fears of job loss and other potential negative impacts. Witness the writers' strike, in part motivated by the concern that ChatGPT-like AI tools will replace writers. That was the focus of the table led by showrunner Jack Dolgen and director C. Craig Patterson, who addressed why AI writing will always need the human touch.
Actors have also been impacted by AI for some time. In the mid-2000s AI tools were used to de-age actors, and later to create fully digital versions of deceased actors, such as Star Wars' Carrie Fisher and Fast & Furious star Paul Walker. Now, actors, musicians and other performers are routinely scanned (sometimes at the behest of the studios producing franchises they star in) for future use - an asset that can be legally inherited by their heirs. Tom Hanks recently told The Adam Buxton Podcast on BBC that he'll be able to act forever, as a combination of AI and deepfake technology. I hosted a table to discuss the issues that arise with both synthetic actors and deepfakes.
Artificial intelligence, in combination with other technologies such as CGI, has already had an impact on pre-production with previsualization and remote location scouting and casting. Like Minded Labs Director of Solutions Matt Herson, who led the table Pixel Pioneers: Unleashing the Future of Pre-Viz with AI-Driven Workflow, explored the implications of these technological developments.
On the set, virtual production has been boosted by generative AI. In Virtual Producer, journalist Noah Kadner reports on Cuebric, which debuted in January this year with production company XR Studios, and now brings generative AI technology to filmmakers and creatives.
Visual effects, post production and distribution also have plenty of complicated and labor-intensive processes that are already benefiting from AI, a trend that is only likely to expand over time. Three HPA NET tables focused discussion on these topics: Light Iron workflow manager Justin Potter on AI in DI, Colourlab color scientist/CEO/founder Dado Valentic on finishing, and Evercast chief strategy officer JP Castel on AI's impact on metadata collection.
AI tools also offer solutions for decision-making, such as Cinelytic, in use at Warner Bros. Studios, Sony Pictures, Ingenious Media, Productivity Media and STX Entertainment. Fox Entertainment director of post production and technology Payton List hosted a roundtable on The Pros and Cons of AI: a Studio Perspective and Entertainment Technology Center (ETC) program director Yves Bergquist led a discussion on how to insert generative AI into creative organizations.
In addition to Cinelytic, other AI startups offering decision-making tools to Hollywood executives include ScriptBook, which predicts a movie's success by analyzing its script; Vault, which predicts which demographics will watch films by tracking how trailers are received online; and Pilot, offering box office forecasts up to 18 months before films launch.
How real are all these claims? Will movies be made entirely by algorithms? Will people lose jobs if these tools are implemented, gain new ones focused on managing AI, or both? HPA NET will continue to host conversations exploring these questions and concerns and others as the role of AI in the industry continues to evolve.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
30/04/2026
Behind the Broadcast: The Sound of Elite Golf Golf is gaining popularity; the 2025 Ryder Cup achieved record-breaking viewing figures in the UK specifically, wi...
30/04/2026
STA VENERA, MALTA, APRIL 29, 2026 CPI Media, a voluntary organization within the Missionary Society of St Paul (MSSP) and a leading media house dedicated to p...
30/04/2026
New software platform delivers comprehensive timing measurement across production workflows...
30/04/2026
Once again, the UK Pavilion in Hall 5 of BroadcastAsia 2026 will feature the latest and best in technology specifically developed and tailored for modern media ...
30/04/2026
Avid powers faster workflows and next-generation immersive audio with latest Pro...
30/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/04/2026
Scalable broadcast-grade production over public internet, replacing traditional OB workflows...
30/04/2026
Live demonstrations highlight LCEVC ecosystem momentum, AI-powered video pipelines, and expansion across broadcast, streaming, and social media.
DTV (TV 3.0) ...
30/04/2026
Student Spotlight: Matthew Leon The dual major shares his path from community college to Berklee, and how his heritage influences his work.
April 29, 2026
B...
30/04/2026
Berklee Artists to Perform at Major Global Music Festivals As part of the Berklee Popular Music Institute, students will perform at Lollapalooza, Governors Ba...
30/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/04/2026
A flexible monitoring platform designed to simplify ST 2110 operations, consolidate vendor tools, and support modern live production environments. See it at NAB...
30/04/2026
Sundance-premiering Run Amok is an expressive, unconventional take on today's teen experience, replete with musical numbers. When cinematographer Shachar ...
30/04/2026
JACKSONVILLE, AL, APRIL 29, 2026 Jacksonville State University, known as Jax State and a proud NCAA Division I member of Conference USA, has transformed its a...
30/04/2026
Transforming viewer and content data into real-time intelligence to deliver relevant streaming experiences at scale
ThinkAnalytics, the global leader in AI-pow...
30/04/2026
Sports Production, Delivery is Big Biz at NAB
Andy Marken April 29, 2026
0 Comments
Hero image source: NAB
One of the neat things about trade shows i...
30/04/2026
Rian na Fola airs on RT One and RT Player on Monday May 4
Rian na Fola is a o...
30/04/2026
It's gonna be May - and the cloud's in full festival mode.
16 games ar...
30/04/2026
Scripps Research ranks third in 2026 Cure Innovation Index
April 29, 2026
LA JOLLA, CA Scripps Research ranked third in the inaugural 2026 Cure Innovation In...
29/04/2026
It was a delicate job in a 150-year-old venue laden with traditions. Begun at th...
29/04/2026
In annual event, the league gives startup companies the opportunity to prove the...
29/04/2026
Panel discussions, networking, and a facility tour will take place in the renova...
29/04/2026
(L-R) Derek Drescher, Coss Marte, and Syretta Wright have each other's backs. (Micheal Hurcomb/Shutterstock for Sundance Film Festival)
By Veronika Lee Cla...
29/04/2026
Combines EQ and harmonic distortion
Techivation's latest release is a simple EQ designed to offer quick control over a source's overall tonal balanc...
29/04/2026
Two new MPE controllers announced
Expressive E caused quite a stir when they released the Osmose, making the sort of expression that was once reserved for p...
29/04/2026
New modules & enhanced machine-learning
The latest version of iZotope's flagship restoration suite is now available, and now offers over 50 tools design...
29/04/2026
Surgeon Dr Jasmina Kevric wins 2026 Les Murray Award
29 April, 2026
Media releases
Australia for UNHCR and SBS are proud to announce that Dr Jasmina Kevric...
29/04/2026
Some people stumble into their passion. Julissa Padilla walked straight into a film vault. For her, entertainment was never just about the movies themselves. It...
29/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/04/2026
Clear-Com has appointed Brian Grahn as Market Outreach Manager of the Americas and Ben Turnwell as Business Development Manager for EMEA live, expanding their ...
29/04/2026
nxtedition is bringing its range of consolidated production tools to MPTS 2026, with new developments spanning transcription, editing, graphics and AI-assisted ...
29/04/2026
Quortex Switch to boost the streaming experience for Telxius customers, reaching millions of viewers worldwide
Synamedia and Telxius, the leading global connec...
29/04/2026
freispace, the leading ERP-as-a-Service platform for media and entertainment production, and Projective, a leading provider of post-production collaboration tec...
29/04/2026
DHD reports strong interest in its broadcast audio product range, exhibited at the April 19th-22nd NAB Show in Las Vegas. The event attracted a claimed 58,000 a...
29/04/2026
Student Spotlight: Alan Catz The Argentine film and game composer talks about working on League of Legends, receiving Berklee's BMI Award, and the lifelon...
29/04/2026
Jay Jennings Builds the Worlds You Hear on Screen The supervising sound designer behind A Minecraft Movie, The Meg, Letters from Iwo Jima, and dozens of other...
29/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...