Creators and talent see the possibility for the technology to devalue their work or even outright replace them down the line in the absence of intervention from regulators or the courts: royalty-free music generators can compose a film score or beat, AI can write scripts and actors can be deepfaked into movie scenes.

But Hollywood is embracing the technology, from using it to de-age actors to partnering with companies in the field to create AI-composed music. This is happening as the industry pushes for regulations.

Michael Nash, chief digital officer for Universal Music Group, says that AI programs training machine learning models by feeding them copyrighted works without permission from or payment to UMG’s artists “enables us to have important seat at the table around the evolution and use of these models, including new licensing opportunities.”

A copyright infringement in a lawsuit would severely dampen the economic prospects of exploiting works generated solely by AI in Hollywood and put more control of the technology back into the hands of creators (the copyright office has stated that works generated solely by AI aren’t eligible for protection). While he’s confident in the courts backing the rights of artists in these cases, Nash says, “We’re obviously going to be very vocal in our desire to see that interpretation of copyright law in jurisdictions around the world” and will be “lobbying to address issues around proposed legal changes.”