Lionsgate is partnering with an AI company to explore “opportunities for content creation” -.

Few buzzwords are currently more feared and hated in the entertainment industry than that of artificial intelligence. AI has been the spark that has caused strikes and massive upheaval in recent years, and while many hope we are moving in a direction where AI is simply used to enable and enhance some of the more mundane and creatively minor tasks, the latest collaboration from production giant Lionsgate rings a few alarm bells.

According to the press release accompanying the announcement, Lionsgate has entered into a partnership with AI company Runway. The deal is said to revolve around using AI to “develop advanced, capital-efficient content creation capabilities.” said Vice President Michael Burns.

Runway CEO Cristóbal Valenzuela has claimed that this collaboration is will simply “give artists, creators and studios the best and most powerful tools to improve their workflows and enable new ways to bring their stories to life.” But such a deal certainly doesn’t give you much confidence in Lionsgate’s future as a creative company.

Needless to say, fans of Lionsgate are already dissatisfied with this partnership, with some on X claiming that it is “ridiculous” is and that “we are slowly ruining art”, while others point back to the bizarre Megalopolis trailer from a few weeks ago that seemingly used AI to include fake quotes from critics…. Only time will tell how this will play out for the production giant.