Hollywood is investing heavily in AI, positioning it as an infrastructure not as a replacement for creators. Major entertainment companies like Netflix, Peacock and Prime Video are already integrating AI into production and the viewer experience. Netflix recently announced a deal to acquire Ben Affleck's startup, which uses AI to support the post-production process, while Peacox added a new AI-avatar of TV personality Andy Cohen to its app. Albert Cheng, head of AI Studios at Amazon MGM Studios, has embraced the "creator in the loop" model, where AI is integrated across production workflows with strict guardrails where humans still make the decisions. This model has resulted in faster production and fewer bottlenecks, and reinvested in the creation of more content and storytelling.