LA Times: As Hollywood leans into AI, the real battle is over likeness and who gets paid

Promise Co-founder, President and COO Jamie Byrne

Read the story on The LA Times.

Cerys Davies at the L.A. Times reported from UCLA's Entertainment Symposium, where our co-founder Jamie Byrne spoke about how AI adoption in Hollywood is increasingly shaped by each client's own risk tolerance, and how the history of technology has shown that those who lean into new tools in times of change tend to rise, while those who hold back may fall behind.

The piece also features industry luminaries Ron Howard and Brian Grazer of Imagine Entertainment talking about how they're leaning into AI in their own work, with Grazer using Claude to rough out story ideas before handing them to a screenwriter, and Howard predicting that audiences themselves will ultimately signal where the real limits on AI-generated content should be.

That balance, AI as an accelerant rather than a replacement, captures where much of Hollywood has landed in practice. Amazon MGM, Lionsgate, Netflix and Disney have all made major investments in the technology. The sharper question at the symposium, which drew many of the industry's top lawyers and dealmakers to the Westwood campus, was not whether to use AI but how: who authorizes it, how far it goes, and who gets paid.

Read the story on The LA Times.