内容来源：https://www.theverge.com/tech/987429/google-needs-hollywood-more-than-the-studios-need-ai

内容总结：

据报道，谷歌近日正积极与多家好莱坞顶级电影公司接洽，试图通过支付巨额授权费用，获取使用其版权内容训练人工智能模型的许可。知情人士透露，谷歌已向迪士尼、华纳兄弟探索及环球影业等公司提出合作意向，愿为单个版权角色的AI生成权支付约4000万美元，若合作涵盖多个角色，总费用可能高达数十亿美元，并附带YouTube等平台广告收入分成。尽管目前尚未达成正式协议，但谷歌显然希望通过此举在AI竞赛中建立优势。

表面上看，这类合作似乎是双赢：电影公司获得可观现金流，谷歌则获得高质量训练数据。然而，对好莱坞而言，风险不容忽视。谷歌作为AI巨头，需要好莱坞远超于后者对AI技术的需求。通过与迪士尼等公司达成合作，谷歌能有效转变公众对生成式AI的负面印象——此前AI行业因“颠覆社会”“取代就业”等言论而备受争议，尤其是年轻人群体态度日趋消极。若能生成获得官方授权的《星球大战》中的达斯·维达或白雪公主形象，将极大提升AI技术的公众接受度，甚至使其“合法化”。

但好莱坞若全面拥抱AI，可能引发严重后果。一方面，使用AI工具大幅压缩制作成本、缩短周期，虽受股东欢迎，却必然导致大量影视从业人员失业。另一方面，观众对AI参与创作的反感情绪已有所显现。例如，索尼动画电影《蜘蛛侠：Brand New Day》因官方画集中出现AI生成图像而遭到粉丝强烈不满；若观众事先知晓该技术被使用，票房或许会受到更大冲击。

此外，尽管Lionsgate等中型制片公司已于2024年与AI公司Runway达成合作协议，但尚未产出实质性成果。一旦某家大型传统制片厂率先推出AI生成的作品，其他公司很可能纷纷效仿。不过，在公众对AI的信任尚未建立、监管环境仍不明朗的背景下，迪士尼等巨头对谷歌的邀约持谨慎态度，不愿成为“第一个吃螃蟹的人”。

最终，谷歌或许能从好莱坞对AI的拥抱中获益良多，但电影公司必须权衡——接受这笔钱虽能解短期之渴，却可能失去创作者与观众的长久信任。AI行业需要好莱坞的优质内容与品牌背书，而好莱坞真正需要的，未必是更多AI生成的“垃圾”。

中文翻译：

据报道，谷歌一直在联系好莱坞多家大型制片厂，希望能达成授权协议，以便用版权内容训练其AI模型，并为此支付巨额现金。理论上，这些交易将是双赢的：对制片厂来说是巨大的经济利好，同时也会让谷歌在赶超其他AI公司的竞赛中占据显著优势。但对谷歌来说几乎没有什么不利因素，而对那些可能正在考虑全力押注AI的制片厂而言，这些交易却带来了一系列独特的风险。以这种方式与谷歌同床共枕，短期内或许能让好莱坞受益，但也同样容易适得其反，让公众对娱乐产业感到失望。

谷歌需要好莱坞的程度，超过制片厂需要AI的程度。

与迪士尼等制片厂达成交易，可能帮助这家科技巨头转变关于人工智能的叙事。

尽管谷歌尚未能让迪士尼、华纳兄弟探索或环球影业正式同意任何协议，但据匿名消息人士向《洛杉矶时报》透露，该公司高管已多次联系多家制片厂代表，重点推介其AI技术。谷歌希望获得授权，用制片厂庞大的版权内容库来训练其AI模型，并且愿意花费数亿美元来获取这些内容。据《洛杉矶时报》报道，谷歌可能向迪士尼/皮克斯这样的制片厂支付约4000万美元，仅仅是为了获得生成包含单个版权角色的输出的权利。随着谷歌协议涵盖的角色增多，这笔费用可能膨胀到数十亿美元，制片厂还可能从谷歌在YouTube等平台上通过AI生成内容所获得的广告收入中分得一杯羹。

尽管这些合作对谷歌来说代价高昂，但在该公司不断巩固其作为AI领域最重要参与者之一的地位时，这些合作也是无价的工具。Gemini能够输出迪士尼认可的达斯·维达和白雪公主形象，表面上看起来可能并不那么重要，但这恰恰是能让更多普通、不痴迷科技的人以更正面（即便无害）的眼光看待生成式AI的事情。多年来，人们听到AI公司吹嘘他们颠覆社会和消除就业的计划，公众——尤其是年轻人——对这一技术的态度已经转向负面。即使ChatGPT等工具非常受欢迎，整个AI行业仍深陷争议，并受到关于其现实危害的担忧困扰，如今很难推出能立即赢得广泛好感的产品的。与影视制片厂达成交易，将给谷歌提供一个便捷的方式来转变其AI野心的整体叙事。

通过这些合作开发的内容，想必会比目前由用不当手段获取的源数据训练的模型所产出的大量低质内容要好，而谷歌的名称和标志遍布迪士尼官方AI生成内容之上，将在人们心中极大地提升这项技术的合法性。即使不是这样，这种合作仍会向公众发出信号：娱乐产业认为生成式AI是值得拥抱的工具。很难量化这种定位对谷歌的价值有多大——谷歌旗下的DeepMind部门今年夏天早些时候刚刚与A24达成了7500万美元的投资协议。但很容易想象，接受谷歌的AI资金可能会让制片厂走上一条最终疏远其员工和观众的道路。

无论制片厂是将AI工具融入其制作流程，还是仅仅在其平台上展示用户生成的AI内容（这是迪士尼与OpenAI在合作破裂前的计划），与谷歌签署授权协议都将是一个分水岭时刻。

狮门影业是一家知名制片厂，但并非主要玩家，于2024年与Runway达成了授权协议。到目前为止，这一合作还没有产生任何具体成果，但两家公司表示他们正在制定计划，准备发布AI生成的短片。一旦任何一家大型传统制片厂搭上AI这趟列车，并真正制作出可以公开展示的作品，更多制作公司就有理由跟进。AI加快制作进度同时降低成本的潜力，是让制片厂对使用这一技术保持兴趣的主要原因之一。如果制作公司能够花更少的钱推出更多电影，股东们绝对会非常满意，但通过使用AI工具来实现这一点，几乎肯定会让娱乐行业相当大一部分从业人员失业。

可能让迪士尼和其他制片厂没有急于接受谷歌提议的原因，是人们对AI在《蜘蛛侠：新生之日》等电影制作中被使用后的反应。粉丝们发现《新生之日》的官方艺术画册中出现了AI生成的图像，感到非常失望。如果在电影上映前人们就知道这项技术的使用，负面反应可能会更激烈。无法确定人们知道《新生之日》制作中使用AI是否会阻止该片在票房上拿下20亿美元。但合情合理的是，没有哪家制片厂急于成为第一个尝试发布由谷歌AI工具打造的项目的后果的先行者。

尽管谷歌从好莱坞拥抱AI中获益良多，制片厂们也必须警惕，背书这项技术可能让他们陷入尴尬境地。而且，无论谷歌如何将其产品包装成解决娱乐产业所有问题的灵丹妙药，AI行业需要好莱坞的程度，超过好莱坞需要更多低质内容的程度。

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英文来源：

Google has reportedly been reaching out to a number of Hollywood’s biggest studios, hoping to strike licensing agreements that would allow it to train its AI models on copyrighted material in exchange for massive piles of cash. In theory, these deals would be a win-win: a huge financial boon to the studios that would also give Google a significant advantage in its race to outpace other AI companies. But while there’s little downside for Google, these deals pose a distinct set of risks to each of the studios that might be thinking about going all-in on AI. Getting into bed with Google this way might benefit Hollywood in the short term, but it could just as easily backfire and leave the public feeling burned by the entertainment industry.
Google needs Hollywood more than the studios need AI
Striking deals with studios like Disney could help the tech giant shift the narrative about artificial intelligence.
Striking deals with studios like Disney could help the tech giant shift the narrative about artificial intelligence.
Though Google has not yet been able to get Disney, Warner Bros. Discovery, or Universal to agree to anything officially, the company’s executives have been reaching out to multiple studio representatives with pitches focused on its AI technology, according to unnamed sources speaking to The Los Angeles Times. Google wants permission to train its AI models on the studios’ vast libraries of copyrighted content, and it’s willing to spend hundreds of millions of dollars to get ahold of them. Per The LA Times, Google could pay a studio like Disney / Pixar around $40 million just for the rights to generate outputs featuring a single copyrighted character. That payout could swell well into the billions the more characters Google’s deals encompass, and studios might be able to secure a portion of however much advertising revenue Google makes from AI-generated content featuring that IP on platforms like YouTube.
As expensive as these partnerships would be for Google, they would also be an invaluable tool as the company continues to crystalize its position as one of the most prominent players in the AI game. Gemini being able to spit out Disney-approved images of Darth Vader and Snow White might not seem all that significant on its face, but that’s exactly the sort of thing that could get more ordinary, non tech-obsessed people seeing generative AI in a more positive (if innocuous) light. After years of hearing AI companies boast about their plans to disrupt society and eliminate jobs, public sentiment — especially among young people — about the technology has shifted into the negative. Even with tools like ChatGPT being as popular as they are, the larger AI industry has been so mired in controversy and plagued by concerns about its real world harms that it would now be hard-pressed to put out products that would immediately curry widespread goodwill. Striking deals with film and TV studios would give Google a convenient way to shift the larger narrative about its AI ambitions.
The content developed through these partnerships would presumably look better than the slop currently being churned out by models trained on ill-gotten source data, and having Google’s name and logos slapped all over official AI-generated Disney content would do wonders to legitimize this technology in people’s minds. But even if it didn’t, the partnership would still signal to the public that the entertainment industry sees generative AI as a tool worth embracing. It’s hard to quantify how valuable that framing would be to Google, whose DeepMind arm struck a $75 million investment deal with A24 earlier this summer. But it’s very easy to imagine how taking Google’s AI cash could put studios on a path that ultimately alienates their workers and audiences.
Regardless of whether a studio were to incorporate AI tools into their production workflows or simply feature user-generated AI content on their platforms (which was Disney and OpenAI’s plan before their partnership collapsed), striking a licensing agreement with Google would be a watershed moment.
Lionsgate, a notable studio but not a major player, struck a licensing deal with Runway in 2024. So far, nothing concrete has come out of that partnership, but the companies say they’re working on a plan to release AI-generated shorts. Once any one of the big legacy studios hop on to the AI bandwagon and manage to actually make something they can show the world, more production houses have a reason to follow suit. AI’s potential to speed production timelines up while keeping costs down is one of the main things that has kept studios interested in utilizing the technology. Shareholders would absolutely love it if production houses could put out more movies while spending less money, but doing that by using AI tools would almost certainly put a significant portion of the entertainment workforce out of jobs.
What may be keeping Disney and other studios from rushing to take Google up on its offers is the way that people have reacted to seeing AI used in the production of films like Spider-Man: Brand New Day. Fans were dismayed to find AI-generated images in Brand New Day’s official artbook, and the negative reaction might have been even more intense had people known about the technology’s use before the film hit theaters. It’s impossible to know for sure whether awareness about AI’s presence in Brand New Day’s production would have kept it from making $2 billion at the box office. But it stands to reason that none of the studios is eager to be the first to learn what happens when they release a project that’s presented as being the product of Google’s AI tools.
Though Google has everything to gain from Hollywood embracing AI, the studios have to be mindful of how endorsing this technology could leave them out on a limb. And as much as Google might be presenting its products as the solution to all of the entertainment industry’s issues, the AI industry needs Hollywood more than Hollywood needs more slop.
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