AI takes center stage at HPA Tech Retreat as entertainment execs ponder future of industry

The Hollywood Professional Association’s 2025 Tech Retreat in Palm Springs highlighted the rapid evolution of artificial intelligence in entertainment, coinciding with DNEG Group’s acquisition of AI company Metaphysic through its Brahma AI division. The event showcased how AI tools are transforming visual effects, sound design, and creative workflows while raising important questions about industry jobs and skill development.

Industry consolidation trends: The media and entertainment sector is experiencing significant convergence among AI companies, with implications for creative workflows and tool availability.

• I2A2 president Renard Jenkins highlighted potential challenges when favorite tools are acquired by companies that may restrict access or misunderstand their value
• The Metaphysic acquisition by DNEG Group demonstrates the growing integration of AI technology into established visual effects pipelines
• Metaphysic’s recent success includes winning a Visual Effects Society Award for its age manipulation technology used in Robert Zemeckis’ “Here”

Creative applications and limitations: Industry professionals are exploring AI’s role in content creation while emphasizing the continued importance of human creativity and expertise.

• Director David Slade emphasized that AI is a tool that complements rather than replaces human creativity and traditional cinematic language
• VFX supervisor Daniel Kramer identified the need for greater control in areas like facial animation and compositing
• Barbara Ford Grant described an iterative approach to AI implementation across all production stages

Emerging business models: New studios are leveraging AI to challenge traditional production paradigms and target niche markets.

• Promise, backed by Peter Chernin and Andreessen Horowitz, is developing proprietary AI software to adapt to evolving technology
• Shy Kids, creators of the “Air Head” short using OpenAI’s Sora, aims to compete with major studios like Disney and Pixar
• The technology is expected to enable more specialized content creation for niche audiences

Workforce implications: Industry leaders emphasize the importance of skill development rather than job displacement.

• Jenkins cited World Economic Forum research indicating business owners prefer to reskill existing employees
• The focus is shifting toward “upskilling” as a strategic response to technological change
• Educational initiatives are becoming crucial for industry professionals to adapt to new tools and workflows

Looking ahead: The integration of AI in entertainment presents both opportunities and challenges, with success likely depending on how effectively companies balance technological innovation with human creativity and expertise. The industry appears to be moving toward a hybrid model where AI augments rather than replaces human capabilities, though questions about long-term impact on jobs and creative control remain open.