RESPONSIBLE AI
by matching studio audio to an actor’ s lip movements. This has blurred the line between ordinary software and generative automation.
Speaking at the fourth AI on the Lot conference staged earlier this year in Los Angeles, Lori McCreary, CEO of Revelations Entertainment, said:“ Asking a writer if they used AI isn’ t even the right question anymore because it’ s built in too much. You have to be careful where the invisible AI is and make sure the contract talks about whether you used AI and how you used it.”
Lori’ s point cuts to the heart of the legal challenge. When AI is built into standard editing and writing software, policing its use demands a level of scrutiny that few contracts anticipate.
Where the technology stalls Many studio executives remain sceptical of full automation – and not only for legal reasons. Generative models are strong when it comes to statistical replication, but weaker at reproducing the unpredictability of a genuine human performance.
Ted Sarandos, Co-CEO of streaming giant Netflix, made a similar case in a recent conversation with POLITICO, weighing cost savings against creative limits in voice work and localisation.
“ It’ s a lot cheaper to use AI,” he said,“ but without the performance, which is very human, it actually runs down the quality of the production. I don’ t think faster and cheaper matters if it’ s not better.”
CREDIT: KEVIN WINTER VIA GETTY IMAGES
Lori McCreary CEO Revelations Entertainment
“I DON’ T THINK FASTER AND CHEAPER MATTERS IF IT’ S NOT BETTER”
Ted Sarandos Co-CEO Netflix
56 August 2026