A24 has given its reason for its research partnership with Google’s DeepMind unit after being met with waves of criticism from loyal fans of the studio for seemingly “embracing” the controversial technology. The deal was publicly acknowledged on Monday and will allow A24, along with its tech arm, A24 Labs, access to DeepMind’s “research and infrastructure.” In trade, DeepMind’s researchers will collaborate with A24 to craft “new workflows” and decide which “tools” filmmakers may want to utilize. While the deal will not give Google any access to the studio’s data or content library, and there is no directive for filmmakers to use the AI tools, A24 fans still made their criticisms known on both the studio’s X and Instagram pages.  

A24 communications representative, Sophia Shin, spoke out about the deal in a statement, explaining,

This is a research partnership. We’re working side-by-side with DeepMind’s researchers to learn, iterate, and build, having an active hand in shaping new tools and workflows. Our relationship with our audience is something we don’t take for granted. This partnership exists because we want to dictate what tools get built for artists, and so they have a voice in shaping them rather than having tools handed to them. We’d rather have a seat at the table than on the sidelines.

DeepMind’s CEO and co-founder, Demis Hassabis, also released a statement regarding the partnership, stating,

​We believe the best way to develop tools that empower artists is to work directly with them. By collaborating with filmmakers and industry leaders like A24 from the beginning, we can build new AI features to support artists in authentic, meaningful storytelling that helps enable their creative vision.​

This deal comes in the wake of A24’s Backrooms record-breaking box office run, whose director, Kane Parsons, has been pretty outspoken about his stance on AI. The youngest director in the studio’s history spoke out against the ever-evolving technology tool, saying in an interview with The Australian,

I think I’m in the same boat as most well-adjusted people. If I could snap my fingers and make generative AI disappear forever, I probably would. Creatively, I get no enjoyment from using those tools. It defeats the purpose entirely for me.  

Only time will tell whether this partnership will be more beneficial or harmful to A24, but most fans believe it will be the latter.