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The Truth About the A24 A.I. Panic

The entertainment industry is worrying about the indie player’s $75 million deal with DeepMind for all the wrong reasons. Google isn’t trying to get into filmmaking—but it does want filmmakers to start using its tools.

Demis Hassabis
DeepMind founder and C.E.O. Demis Hassabis poses for a photograph on October 9, 2024 in London, England. Photo: Dan Kitwood/Getty Images
Julia Alexander
June 30, 2026

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There’s been a fair amount of hysteria surrounding Google DeepMind’s recently announced partnership with A24, the private equity-backed indie distributor turned film and TV studio that has successfully branded itself as a home to auteurs and artists while garnering a $3.5 billion valuation. For a certain type of post-hipster cinephile, A24 is practically synonymous with Ari Aster, Robert Eggers, and Celine Song. DeepMind, on the other hand, is not.