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Lionsgate Appoints First Chief AI Officer

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  Published in Media and Entertainment on Thursday, February 5th 2026 at 21:17 GMT by The Hollywood Reporter
      Locales: UNITED STATES, UNITED KINGDOM

LOS ANGELES, CA - February 6th, 2026 - Lionsgate today announced the appointment of Matt Greenberg as its first Chief AI Officer, a move that underscores the rapidly accelerating integration of artificial intelligence into the heart of the entertainment industry. Greenberg, formerly a key figure at IMAX, will spearhead the studio's generative AI initiatives, impacting everything from pre-production script development to post-production visual effects and the ever-critical realm of audience engagement. This appointment isn't simply a trendy addition; it's a strategic realignment signaling Lionsgate's intention to be at the forefront of the AI revolution in Hollywood.

While many studios have been cautiously experimenting with AI tools, Lionsgate's creation of a dedicated Chief AI Officer role demonstrates a commitment that goes beyond simple experimentation. The studio clearly views AI not as a cost-cutting measure alone, but as a fundamental component of future creative possibilities and operational efficiency. Greenberg's mandate is broad: to infuse AI across all facets of Lionsgate's operations, including film and television production, distribution, and crucially, marketing.

The initial applications, as outlined by Lionsgate representatives, focus on streamlining traditionally laborious processes. Script development, often a years-long undertaking, could see significant acceleration. AI tools can now analyze vast libraries of successful scripts, identifying patterns in plot structure, character archetypes, and dialogue that resonate with audiences. While AI won't write the next blockbuster alone, it can provide writers with valuable insights, suggest alternative plot points, and even flag potential narrative weaknesses. Greenberg hinted at utilizing AI to generate "first draft" outlines, freeing up writers to focus on the nuance, emotional depth, and artistic vision that AI currently lacks.

Visual effects (VFX) are another prime target for AI integration. Traditionally, VFX production is incredibly time-consuming and expensive, requiring armies of artists to meticulously craft each frame. AI-powered tools are rapidly emerging that can automate many of these tasks, such as rotoscoping, compositing, and even the creation of realistic simulations like explosions and crowds. This doesn't necessarily mean fewer VFX artists will be needed - rather, it could shift their roles from manual execution to artistic direction and oversight of AI-generated elements. The challenge, experts note, lies in ensuring the artistic integrity and maintaining the unique visual style that defines each production.

However, the most potentially disruptive application of AI lies in personalized marketing. In 2026, generic trailers and broad-stroke advertising campaigns are increasingly ineffective. Audiences are bombarded with content, and capturing their attention requires hyper-personalization. AI algorithms can analyze individual viewing habits, social media activity, and demographic data to create highly targeted marketing materials. Imagine a trailer tailored specifically to your preferred genre, featuring scenes that align with your known tastes, and highlighting actors you admire. This level of personalization promises to significantly improve engagement and conversion rates.

Industry analysts predict that Lionsgate's move will trigger a ripple effect, forcing other major studios to bolster their own AI capabilities. "This is a clear signal that the AI arms race in Hollywood is heating up," says Dr. Anya Sharma, a leading AI researcher specializing in entertainment. "Studios that fail to invest in AI risk falling behind in both creative innovation and cost efficiency." The competition isn't just about adopting the latest tools; it's about attracting and retaining the talent capable of implementing and refining these technologies.

The ethical considerations surrounding AI in filmmaking are also coming into sharper focus. Concerns about copyright infringement, the potential for AI to perpetuate biases, and the displacement of human workers are all valid and require careful consideration. Lionsgate representatives have stated their commitment to responsible AI development, emphasizing the importance of transparency and ethical guidelines. Greenberg, in his initial statements, stressed that AI will be used as a tool to empower human creativity, not to replace it.

The appointment of a Chief AI Officer is therefore not merely an internal studio decision. It's a bellwether for the future of storytelling and a significant development for the entire entertainment ecosystem. Lionsgate is betting big on AI, and the industry will be watching closely to see if its roar translates into tangible success.