ALMOST TWO-THIRDS
OF FILMMAKERS BELIEVE AI USE SHOULD BE CLEARLY COMMUNICATED TO AUDIENCES
RESPONSIBLE AI
CREDIT: FRAZER HARRISON VIA GETTY IMAGES
ALMOST TWO-THIRDS
OF FILMMAKERS BELIEVE AI USE SHOULD BE CLEARLY COMMUNICATED TO AUDIENCES
Source: International Documentary Association
The entertainment giant’ s former CEO Bob Iger addressed the balance between innovation and protecting the company’ s assets on a previous earnings call:“ Getting close to the consumer is a real goal of ours. But it is also clear that AI is going to be highly disruptive and could be difficult to manage, particularly from an IP management perspective.”
Bob’ s comments pointed to a studio system determined to control the technology itself, rather than leave the terms to tech companies. The risk of this approach is consolidation.
62 August 2026