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Video Generation

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Wednesday, 30 September 2026

How AI is becoming Hollywood's newest star, changing work on and off camera

Fortune 39

Higgsfield AI and other AI video startups are moving into Hollywood production, using generative tools to create films and parts of the production pipeline while studios and unions set rules for how the tech can be used. Higgsfield AI made the 95-minute Cannes debut Hell Grind in under three weeks on a $500,000 budget, with 4/5 of spending going to compute. As a result, studio contracts add guardrails for AI use and payment, while more content spending shifts toward AI-assisted workflows and new roles for human creatives.

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