Generative artificial intelligence has become more accessible through open tools like Chat GPT and Midjourney since 2023. Following A24’s success with The Brutalist for integrating AI in its production, Hollywood is slowly adapting practices to create future projects. Yet, Candle Media co-founder Kevin Mayer believes using generative AI limits the content it imitates.
Kevin Mayer’s Stance on AI-Generated Content
In the early 2000s, Mayer was involved with the acquisition of Marvel, Lucasfilm, Pixar, and 21st Century Fox. He later launched Disney+ in 2019. Yahoo’s Finance podcast, “Opening Bid”, recently interviewed him on June 20. With the host, Brian Sozzi, they discussed the state of Hollywood’s television industry. Mayer responded, “It takes a lot of money to create content. Whether if it’s for traditional film or television shows, their production value is growing more expensive.”
Then, he explained how using generative AI tools will only produce better efficiency rather than offering a profit turnover. “Right now, AI might be there to assist during the creative process. However, the tool is restricted to producing concepts that have previously been done.”
Generative AI relies on a user’s input to access various information. For example, say you ask the program to create a cake recipe. “Cake recipe” is identified as a keyword and scans multiple search engines. Once it’s finished, it mixes recipe instructions from the top results. Mayer predicts the television industry will no longer be profitable if networks start to over-rely on AI-generated content.
Entertainment’s Continuous Battle Against AI
From 2023 to 2025, Hollywood and individual creators have been advocating for proper AI guardrails to prevent creative work theft. The technology has now evolved exponentially as users continue to train generative programs.
On March 28, Studio Ghibli founder Hayao Miyazaki called out AI artists who transform their images from his iconic style. He angrily commented, “An insult to life itself.” Leading online video platform YouTube is experiencing a significant rise in AI-generated content. The most common uses are realistic human creations, informative shorts, and skits.
Entertainment leaders have found few exceptions to bypass the frustration, but not all are always reliable. On September 9, 2024, the late James Earl Jones signed permission to Lucasfilm have AI keep Darth Vader’s voice alive. This allows the studio to use Jones’ sound bank for future Star Wars projects and collaborations.
In the same month, Thunderbolts* actor Lewis Pullman and Marvel fans noticed the first poster gave him five fingers and a thumb. When Marvel Studios was asked about using AI, they denied the allegations. They went under fire again after releasing the official teaser images of Fantastic Four: First Steps on February 4, 2025. It’s currently unknown if Marvel informed the actors that their likenesses were AI-generated for promotional material.
The First Hollywood AI Lawsuit Arrives
After two and a half years, two Hollywood studios have made the call against the AI-generated image program, Midjourney. On June 11, Disney and NBC Universal sued the developers for copyright infringement. These production companies argue that Midjourney violated their use of iconic characters to generate user-input images. According to CNN, Disney and NBC Universal do not want their intellectual properties used for AI training. The AI developers are speculated to have ignored their warnings.
In 2023, independent cartoonist Sarah Andersen faced a similar dilemma. She saw someone use her program attempting to recreate her comic. Midjourney, along with Stable Diffusion, stated that these models are creating original art by using available images. These programs failed to credit the artists they took inspiration from.
Attorney Matthew Butterick, who participated in Andersen’s case, told Variety, “Wonderful news. I love to see Hollywood getting engaged with what is the most important intellectual property issue of our generation.” The Motion Picture Association supports Disney and NBC Universal in the case to push for updated copyright protection.
