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.