AI Usage at a Glance
Apr 18, 2024
Creative GenPractice documented: A24 used an AI image generator to create a series of promotional posters for its film Civil War in April 2024. The posters depicted war-torn scenes at US landmarks that do not appear in the movie itself.
Practice DocumentedView practice →Apr 23, 2024
Creative GenNew evidence: A24's New AI-Generated 'Civil War' Posters Generate Controversy
Evidence AddedView practice →May 6, 2024
Creative GenNew evidence: People Aren't Thrilled A24 Made AI-Generated Posters for 'Civil War'
Evidence AddedView practice →Jan 30, 2025
ProductivityPractice documented: A24 announced A24 Labs, an internal AI division, in early 2025, led by former Adobe executive Scott Belsky. The division is building AI tools for internal use, including predictive marketing, audience discovery, and creative pre-production aids for filmmakers.
Practice DocumentedView practice →Aug 28, 2025
ProductivityNew evidence: Fans of indie film react to news that the studio is launching an AI division
Evidence AddedView practice →Aug 28, 2025
ProductivityNew evidence: A24 needs to check themselves before they wreck themselves: Fans of indie film react to news that the studio is launching an AI division
Evidence AddedView practice →A24 announced A24 Labs, an internal AI division, in early 2025, led by former Adobe executive Scott Belsky. The division is building AI tools for internal use, including predictive marketing, audience discovery, and creative pre-production aids for filmmakers.
Scott Belsky joined A24 as a partner in January 2025 and founded A24 Labs, described by The New Yorker as focused on 'integrating artificial intelligence into company practices.' According to reporting from The New Yorker (published August 2025), Belsky's mandate includes developing internal tools in the areas of predictive marketing and audience discovery, as well as offering filmmakers AI-assisted creative tools — such as using a large language model to explore character psychology and pre-visualizing characters, costumes, and scenes before production begins. A24 also courted investor Thrive Capital specifically for its AI connections, including its backing of OpenAI. As of mid-2025, the division was still in early formation and its specific deployed tools had not been publicly confirmed.
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A24 used an AI image generator to create a series of promotional posters for its film Civil War in April 2024. The posters depicted war-torn scenes at US landmarks that do not appear in the movie itself.
On April 17, 2024, A24 posted five or six images to its Instagram account showing fictional battle damage at iconic American locations. A source close to the production company confirmed to both The Hollywood Reporter and ArtNet that the images were generated by an AI image generator rather than by graphic, VFX, or CG artists. The source described the intent as continuing the film's 'what if' premise through powerful imagery of dystopian realism. The AI-generated images drew public backlash due to characteristic errors — including geographic inaccuracies and anatomical oddities — and A24 did not formally respond to press requests for comment.
