DEG Forms AI Alliance to Enhance Human Creativity
The Digital Entertainment Group (DEG), a coalition representing a wide range of stakeholders in programming, technology, and retail, has announced the formation of a new alliance named DEG.AI. This initiative aims to guide the media and entertainment industry through the transformative changes brought about by artificial intelligence (AI), with a mission to enhance human creativity.
The advent of AI is reshaping multiple areas of the industry, including animation and post-production. However, the rapid evolution of this technology is causing unease among creative professionals and has led to lawsuits regarding the training of video models.
As labor unions representing above-the-line workers prepare for contract negotiations with studios and streaming platforms in 2026, concerns about traditional copyright protections in the AI age are intensifying. Union members are particularly apprehensive that AI may lead to job losses, echoing trends observed in other sectors.
OpenAI’s Sora 2 video model has recently added to these tensions, provoking reactions from figures such as actor Bryan Cranston and the estate of Martin Luther King Jr. Though OpenAI has implemented new safeguards since the model’s launch, anxiety within Hollywood remains high.
Ian Fried, a media and technology executive, has been appointed to chair the new initiative while continuing his role as DEG’s general counsel. “Our vision is to build the essential community where creators, technologists, and media leaders can collaborate, research, and educate,” Fried stated. He emphasized the importance of ensuring that AI supports, rather than replaces, human ingenuity during this transition.
Founded 28 years ago amid the rise of the DVD format, DEG has a long history of assisting its members—now totaling over 80—through significant shifts in the industry, including the transition to streaming. The organization now faces the challenge of integrating AI into the media landscape.
The DEG.AI initiative will feature a steering committee of industry leaders responsible for setting strategic goals, research priorities, and educational programs. Additionally, specialized working groups will convene regularly to address specific topics such as AI in production workflows, standards development, localization, accessibility, distribution, and compliance.
The new alliance will also be incorporated into DEG events, including membership meetings and EntTech Fest.
