As we approach Super Bowl LIX on February 9, 2025, the world of entertainment is abuzz with discussions about artificial intelligence (AI) and its growing influence on the film and television industry. From dominating Super Bowl commercials to sparking debates in indie filmmaking, AI is reshaping how we create and consume media. Let’s dive into the latest developments and controversies surrounding AI in Hollywood.
AI Dominates Super Bowl 2025 Advertising
The Super Bowl has long been a showcase for the most innovative and attention-grabbing advertisements, and this year, AI is set to take center stage. Mark Evans, executive vice president of ad sales for Fox Sports, has noted that “AI is coming. If it’s not already here in almost every business, it will be coming like a freight train”[1][5]. This sentiment is reflected in the expected lineup of Super Bowl commercials, with major tech companies and AI-focused firms likely to make a significant splash.
Tech Giants and AI Startups in the Spotlight
While specific advertisers haven’t been confirmed, industry insiders speculate that we’ll see a strong presence from tech giants like Google and Microsoft, showcasing their latest AI innovations[1][5]. Additionally, there’s buzz about AI-focused startups, such as OpenAI, potentially making their Super Bowl debut. This shift in advertising focus underscores the growing importance of AI in our daily lives and the tech industry’s eagerness to bring these advancements to the forefront of public consciousness.
A Changing Advertising Landscape
The rise of AI-focused ads comes at the expense of some traditional Super Bowl staples. Mark Evans has indicated that there will likely be fewer advertisements from movie studios and streaming services compared to previous years[5]. This change reflects the evolving priorities of both advertisers and viewers, as AI continues to capture the public’s imagination and reshape various industries.
AI in Filmmaking: The Brutalist Controversy
While AI is making waves in advertising, it’s also stirring up controversy in the world of filmmaking. The recent historical drama “The Brutalist” has found itself at the center of a heated debate over the use of AI in post-production, particularly in enhancing actors’ performances[2].
Enhancing Language Performances with AI
“The Brutalist,” set primarily in the 1950s, utilized AI technology to refine the Hungarian accents of lead actors Adrien Brody and Felicity Jones. The film’s editor, Dávid Jancsó, explained that AI was used to adjust the pronunciation of certain challenging vowels in the actors’ Hungarian dialogue[2]. This decision was made after traditional methods like ADR (automated dialogue replacement) and dubbing proved unsatisfactory.
The Controversy and Industry Reactions
The use of AI to enhance the actors’ accents has sparked criticism from some viewers and industry professionals. Critics argue that it undermines the authenticity of the performances and raises questions about the eligibility of actors for awards when their performances have been digitally altered[2].
However, the filmmakers have defended their decision, emphasizing that the AI was used solely to refine certain vowels and letters for accuracy, not to replace or modify the actors’ performances[2]. Director Brady Corbet stated, “Adrien and Felicity’s portrayals are entirely their own. They dedicated months to working with dialect coach Tanera Marshall to master their accents.”
AI in Post-Production: A New Frontier
The controversy surrounding “The Brutalist” highlights the ongoing debate about the role of AI in filmmaking. While some view it as a natural evolution of post-production techniques, others worry about the potential for AI to blur the lines between human performance and technological enhancement.
The Copyright Conundrum: AI and Creative Ownership
As AI becomes more prevalent in the creative process, questions about copyright and authorship are coming to the forefront. The U.S. Copyright Office has recently weighed in on these issues, providing some clarity while also raising new questions[3].
Human Authorship Remains Essential
The Copyright Office has maintained that human authorship is still a requirement for copyright protection. This means that work created solely by AI is not eligible for copyright[3]. However, the office has also clarified that using AI tools to assist in creative work does not necessarily undermine copyright protection, as long as there is significant human creative input.
AI in Film Post-Production
The use of AI in film post-production, such as enhancing dialogue and de-aging actors, is becoming increasingly common. While studios generally support the use of these technologies, there are concerns about potential regulatory challenges[3]. The Motion Picture Association has expressed support for AI-assisted tools that enhance human creativity, but many artists argue that AI threatens their livelihoods by replicating human work.
Ongoing Discussions and Future Reports
The Copyright Office’s recent statements are part of an ongoing series of reports on AI and copyright. A previous report called for legislation against AI-generated replicas of voices and likenesses, and a future report will address the issue of AI training on copyrighted material[3]. These discussions will likely have significant implications for the future of AI in the entertainment industry.
Hollywood Voices: Glenn Close Speaks Out on AI
As AI continues to make inroads in Hollywood, veteran actors are starting to voice their concerns. Glenn Close, speaking at the Sundance Film Festival, expressed unease about the potential impact of AI on the authenticity of performances and the overall integrity of the film industry[4].
Concerns About Image and Voice Rights
Close raised important questions about how audiences can trust what they see on screen when AI could easily alter images, voices, and even an actor’s likeness[4]. This concern echoes broader industry discussions about the use of AI to recreate or manipulate performances without an actor’s consent.
The Struggle for Independent Film
While discussing AI, Close also touched on the ongoing challenges faced by independent filmmakers. She cited her experience with the 2011 film “Albert Nobbs” as an example of the difficulties in securing funding for indie projects[4]. These challenges may be further complicated by the rise of AI technologies, which could potentially reduce opportunities for human artists.
A Call for Human Connection
Despite her concerns about AI, Close maintains an optimistic outlook. She emphasized the importance of real human connections over digital interactions, a sentiment that may resonate with many in the industry as they grapple with the increasing presence of AI in their work[4].
The Future of AI in Hollywood: Opportunities and Challenges
As we look to the future of AI in Hollywood, it’s clear that we’re entering uncharted territory. The technology offers exciting possibilities for enhancing creativity and streamlining production processes, but it also raises significant ethical and practical concerns.
Balancing Innovation and Tradition
The challenge for the industry will be to find a balance between embracing the innovative potential of AI and preserving the human elements that make storytelling powerful and meaningful. This may require new guidelines and regulations to ensure that AI is used responsibly and ethically in film and television production.
Adapting to a Changing Landscape
As AI continues to evolve, screenwriters, actors, and other industry professionals will need to adapt their skills and workflows. This might involve learning to collaborate with AI tools or developing new creative techniques that leverage the strengths of both human and artificial intelligence.
The Importance of Ongoing Dialogue
The controversies and discussions surrounding AI in Hollywood underscore the need for ongoing dialogue between artists, technologists, and policymakers. As the industry navigates this new frontier, it will be crucial to consider diverse perspectives and work towards solutions that benefit all stakeholders.
In conclusion, the rise of AI in Hollywood is both exciting and challenging. From Super Bowl ads to indie films, the technology is reshaping how we create and consume entertainment. As we move forward, it will be essential to approach these changes with both enthusiasm and caution, ensuring that the magic of human creativity remains at the heart of the storytelling process.
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Citations:
[1] https://en.as.com/nfl/ai-takes-center-stage-in-2025-super-bowl-ads-n/
[2] https://www.today.com/popculture/movies/brutalist-ai-controversy-rcna189104
[3] https://www.kirkland.com/news/in-the-news/2025/01/copyright-cases-to-watch-in-2025
[4] https://www.imdb.com/news/ni65092985/
[5] https://retailwire.com/ai-ads-super-bowl-2025/
[6] https://apnews.com/article/ai-copyright-office-artificial-intelligence-363f1c537eb86b624bf5e81bed70d459
[7] https://www.thenews.com.pk/latest/1276734-glenn-close-lauds-michelle-satter-at-sundance-film-festival
[8] https://www.theverge.com/news/601691/this-years-super-bowl-will-be-full-of-ai-ads
[9] https://www.joblo.com/glenn-close-ai-in-filmmaking/
[10] https://www.yahoo.com/entertainment/glenn-close-threat-ai-hollywood-210303427.html
[11] https://www.pymnts.com/news/artificial-intelligence/2024/ai-took-over-super-bowl-ads-daily-life-is-next/
[12] https://cybered.io/insights/super-bowl-2024-and-the-rise-of-generative-ai-in-advertising/
[13] https://www.newslooks.com/super-bowl-2025-ads-celebrities-ai-and-record-costs/
[14] https://9meters.com/technology/tv/super-bowl-lix-ads-hit-record-16-million-minute-price-8-million-per-30-seconds-record-breaking-ad-prices-this-years-super-bowl-ad-spots-are-selling-at-record-prices-with-some-30-second-slots-go
[15] https://www.youtube.com/watch?v=80lVtqWeSaI
[16] https://www.adweek.com/media/no-ai-super-bowl/
[17] https://adage.com/article/special-report-super-bowl/how-ai-shaping-super-bowl-creative-and-social-strategies-brands/2540041
[18] https://www.linkedin.com/posts/gisenberg_2025-ai-predictions-1-superbowl-2025-is-activity-7280227222576136192-72YX
[19] https://thetigercu.com/19849/opinion/the-danger-of-ai-in-filmmaking/
[20] https://digitalcommons.csbsju.edu/cgi/viewcontent.cgi?article=1253&context=ur_cscday
[21] https://bipartisanpolicy.org/blog/hollywood-strikes-back-against-generative-ai-disruption/
[22] https://theconversation.com/ai-voice-technology-used-in-the-brutalist-is-nothing-new-the-backlash-is-about-transparency-248128
[23] https://www.forbes.com/sites/timlammers/2025/01/21/emilia-prez-and-the-brutalist-ai-controversies-explained/
[24] https://www.wired.com/story/artificial-intelligence-film/
[25] https://www.productiondesignerscollective.org/single-post/conversations-about-artificial-intelligence-in-filmmaking
[26] https://www.forbes.com/sites/schuylermoore/2023/08/31/the-implications-of-ai-elements-not-being-protected-by-copyright/
[27] https://filmmakermagazine.com/127770-ai-copyright/
[28] https://www.forbes.com/sites/damiontaylor/2024/08/01/lights-camera-litigation-the-hidden-costs-and-legal-minefield-of-ai/
[29] https://shellypalmer.com/2025/01/generative-ai-works-can-be-copyright-protected-in-the-u-s/
[30] https://scholarlycommons.law.wlu.edu/cgi/viewcontent.cgi?article=1179&context=wlulr-online
[31] https://copyrightlately.com/copyright-unclaimable-material-rules-hollywood-use-of-ai/
[32] https://www.usnews.com/news/business/articles/2025-01-29/ai-assisted-works-can-get-copyright-with-enough-human-creativity-says-us-copyright-office
[33] https://www.instagram.com/hollywoodreporter/reel/DFRMHjapU3N/
[34] https://www.facebook.com/HollywoodReporter/videos/i-dont-want-my-image-to-be-reconstructed-glennclose-shares-her-thoughts-on-the-u/1138131294617728/
[35] https://www.celebitchy.com/906650/glenn_close_on_ai_is_it_progress_that_less_people_will_work_because_of_it/
[36] https://www.imdb.com/news/ni65093520/
[37] https://www.reddit.com/r/entertainment/comments/1ib3tui/glenn_close_on_threat_of_ai_in_hollywood_i_dont/
[38] https://www.tiktok.com/@hollywoodreporter/video/7463994102103788843
[39] https://nypost.com/2025/01/27/entertainment/glenn-close-grapples-with-ai-threat-in-hollywood-what-is-going-to-be-truth/
A.I. in Screen Trade 