‘Everyone Is Doing It’: The Truth About AI in Hollywood
Puck’s Matthew Belloni says AI has quietly become part of everyday filmmaking. The battle now isn’t whether Hollywood will use the technology—it’s who controls what’ll come next.
In the fast-evolving landscape of 2026, artificial intelligence has moved from a speculative topic to a silent workhorse behind the scenes in Hollywood. According to Matthew Belloni, founding partner of the media newsletter Puck, AI is now woven into the fabric of routine production—so much so that industry insiders often shrug it off with a casual “everyone is doing it.”
The real tension, Belloni argues, has shifted. The debate is no longer about whether studios and creators will adopt AI, but rather who will hold the reins of this transformative technology. As AI tools become more sophisticated—enabling everything from script analysis to visual effects generation—the question of control becomes paramount.
The Quiet Integration of AI
Unlike the headline-grabbing experiments of a few years ago, today’s AI use is less about novelty and more about efficiency. Belloni notes that AI has become an unremarkable part of the production pipeline, assisting with tasks such as pre-visualization, editing, and even marketing. This quiet integration means that many professionals now rely on AI-driven workflows without it being a point of contention or even discussion.
“It’s not this big, scary thing anymore,” Belloni explains. “It’s just part of the job. You have a team of writers, but you might also have an AI that helps them structure a story. Or you have a VFX crew, and AI is helping them render a scene faster.”
The New Power Struggle
With adoption largely a settled matter, the industry’s attention has turned to governance and ownership. Key questions now dominate boardroom conversations: Who owns the AI models trained on studios’ proprietary content? Who decides how these tools are deployed—especially when they could replace certain roles or alter creative workflows? And, crucially, who profits when AI contributes to a hit film or series?
Belloni points to the recent labor agreements and industry guidelines that have begun to shape AI’s role. In 2026, major unions have established frameworks to protect workers’ rights while still allowing for innovation. Yet, the balance remains delicate. Studios see AI as a cost-saving opportunity, while talent sees it as both a creative ally and a potential threat.
The Future of Creativity
Despite the anxieties, Belloni remains cautiously optimistic. He suggests that AI could democratize filmmaking, leveling the playing field for independent creators who lack access to massive budgets. At the same time, he warns that without clear standards and equitable control, the technology could consolidate power further among the few mega-studios that can afford the best AI infrastructure.
“The cool part is that creativity isn’t the bottleneck anymore,” Belloni says. “The bottleneck is who gets to decide what stories get told and how they’re told. That’s the fight we’re in now.”
As 2026 unfolds, Hollywood is in a transition period—one where AI is both an everyday tool and a contested frontier. The outcome of this power struggle will define not just the industry’s economics, but the very nature of cinematic storytelling in the years to come.
via Wired AI