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AI Reshapes Hollywood: Variety Summit Highlights Opportunities and Anxieties

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  Published in Media and Entertainment on Thursday, January 8th 2026 at 22:53 GMT by Variety

LAS VEGAS, NV - January 9th, 2026 - The future of entertainment is being actively rewritten, not by screenwriters or directors, but by algorithms. This week's Variety Entertainment Summit at CES 2026 saw Hollywood's top executives grapple with the seismic shift artificial intelligence promises - and the anxieties it provokes - within the industry. From streamlining production to generating entirely new content, AI is no longer a futuristic concept; it's a present reality demanding immediate attention.

The summit wasn't a celebration of AI's arrival as a replacement for human talent, but rather a critical exploration of how to integrate it responsibly. Warner Bros. Discovery CEO David Zaslav, delivering a keynote address, struck a tone of cautious optimism. He acknowledged AI's potential to revolutionize workflows, making operations more efficient and even assisting in the creative process. However, Zaslav firmly emphasized that human ingenuity remains paramount. "We must not lose sight of the core of what makes entertainment compelling: the human story, told with emotion and authenticity," he stated. "AI can be a powerful collaborator, but it can never replace the spark of human imagination."

This sentiment was echoed throughout the various panels and discussions. The consensus wasn't about if AI would impact Hollywood, but how. Many speakers focused on practical applications already being tested. AI-powered tools are being utilized for tasks like script analysis - identifying potential audience appeal and flagging problematic tropes - pre-visualization of complex scenes, automated subtitling and dubbing, and even personalized marketing campaigns. One major studio announced a pilot program utilizing AI to generate rough cuts of trailers, significantly reducing editing time.

However, the conversations quickly turned to the thornier issues surrounding AI's integration. Job displacement loomed large. While proponents argue AI will create new roles focused on managing and refining AI-generated content, there are legitimate fears about the future of artists, editors, and other creative professionals whose tasks are increasingly susceptible to automation. Several panelists called for proactive retraining initiatives to equip workers with the skills needed to navigate this new landscape. The need for a 'just transition' - supporting those whose jobs are altered by AI - became a recurring theme.

The legal landscape surrounding AI-generated content also came under intense scrutiny. Copyright laws, already complex, are struggling to keep pace with AI's capabilities. Who owns the rights to a script partially written by an AI? What constitutes fair use when an AI is trained on copyrighted material? These questions, experts warned, require urgent clarification. The lack of consistent legal frameworks is creating uncertainty and potentially stifling innovation, as studios hesitate to invest heavily in AI applications without knowing where they stand legally.

A particularly lively panel explored the ethical considerations. Concerns were raised about the potential for AI to perpetuate biases present in the data it's trained on, leading to stereotypical or harmful representations in entertainment. The responsible development and deployment of AI, ensuring fairness and inclusivity, is seen as crucial. One panelist, a leading ethicist, argued that "AI systems are reflections of their creators, and we have a moral obligation to ensure they don't amplify existing inequalities." The discussion underscored the need for diverse teams developing AI tools and rigorous testing to identify and mitigate potential biases.

Ultimately, the Variety Entertainment Summit at CES 2026 painted a nuanced picture of AI's future in Hollywood. It's a technology brimming with potential, capable of streamlining processes, enhancing creativity, and opening up new avenues for storytelling. But it's also a technology that demands careful consideration, ethical guidelines, and a commitment to protecting the livelihoods of those who make entertainment possible. The message was clear: AI is a tool, and like any tool, it can be used for good or ill. The future of Hollywood will depend on how wisely - and humanely - it's wielded.