Entertainment Executives Seek Clarity on AI Roles

The entertainment sector is grappling with a terminology problem that obscures practical application. Executives from major studios and tech firms argue that the blanket term

This shift is not merely semantic but operational. Leaders from Netflix, Lionsgate, Hasbro, and others are working to dismantle the idea of artificial intelligence as a single, monolithic force. Instead, they are breaking the technology down into distinct categories, such as assistive, corrective, and generative functions. This granularity allows for more precise discussions about how these tools fit into production pipelines, aiming to resolve legal ambiguities around copyright and intellectual property while maintaining trust with creative communities.

Defining Specific Creative Workflows

Netflix has taken a public stance on this issue by releasing a framework for its use of AI in production. According to Girish Balakrishnan, a senior director at the streamer, this approach is designed to build trust with the creative community. By clearly defining how AI is used in approximately 300 programs, the company provides a pathway for creators to navigate these tools meaningfully. This transparency helps distinguish between automated background tasks and more complex generative elements, ensuring that the technology serves the creative process rather than overshadowing it.

Similar efforts are underway in the broader industry. A paper titled

Protecting Brand Integrity Through Guardrails

For companies with strong brand identities, the primary concern is the misuse of intellectual property. Bertie Thomson, head of Hasbro's AI-focused studio Sixth Wall, highlights the risks associated with unauthorized AI replicas of characters like Optimus Prime. While the technology can create interactive experiences, such as a voice clone for a self-driving car, the lack of control over these assets poses a threat to brand safety. Hasbro is implementing proprietary guardrails to ensure that any AI-based character interactions remain within authorized and safe boundaries.

Teads, a sales and advertising platform, faces similar scrutiny when working with major brands. Annaka Vasquez, a senior vice president there, notes that while AI models can build creative assets, there is intense scrutiny regarding how these tools handle renowned brands. The focus is on establishing clear guardrails that prevent the manipulation of brand assets in ways that could damage their integrity. This careful approach ensures that the use of AI in advertising remains a controlled and trusted process for partners.

Shifting Focus to Practical Utility

Adobe is another company attempting to clarify the landscape by differentiating between different types of AI functions. Meagan Keane, head of business strategy for Pro Video, explains that the company delineates between assistive, corrective, and generative features. This distinction helps users understand that not all AI applications are the same. As a result, many users have become so accustomed to these tools that they no longer perceive them as

According to GN technics/ai (en-US), the overarching goal of these industry efforts is to move the conversation away from hype and toward utility. By breaking down AI into manageable components, companies can address specific pain points in production and marketing. This approach not only helps in navigating legal complexities but also ensures that the technology is used in ways that enhance, rather than replace, human creativity. The focus is on creating a sustainable ecosystem where AI tools are understood, trusted, and used responsibly.