Donna Langley Says AI’s Impact on Film and TV Production Will be Incremental: ‘A Lot of the Panic Was a Bit Premature’

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Donna Langley, head of NBCUniversal, openly discussed navigating tough periods, meeting the demands of prominent figures in an evolving market, and the response of the entertainment sector to the rise of AI with a generative capacity.

Langley emphasized the need for seatbelts during her keynote speech at CNBC’s second annual Changemakers summit on Tuesday, focusing on women in business leadership and entrepreneurship. In turbulent market conditions, she suggested that leaders should acknowledge the current state of unpredictability, recognizing it as a difficult and bumpy ride,” Langley said to Julia Boorstin from CNBC.

The extensive discussion encompassed Langley’s thoughts on the entertainment industry’s response to AI, particularly how this topic gained prominence during the talks that concluded the writers and actors’ strikes in 2023.

Langley stated that when it comes to content creation and related tasks, AI is simply another technological tool. Although it might be significantly more potent, operate at a faster pace, and be more widespread, its ultimate influence will likely be greater.

There are clear ethical concerns that need to be governed, she noted.

In simpler terms, she said that ethics in our society should always prioritize humans and be driven by human values. This was a key point during the labor disputes. She suggested that as AI advances to meet our expectations, we might need to make adjustments. However, she noted that the fear of AI leading to mass chaos is unwarranted at this moment. Instead, changes due to AI will come gradually, causing disruption over time. Therefore, it’s essential to approach AI thoughtfully, with caution, and to use it wisely when we have a good understanding of it, rather than being overwhelmed by it.

When questioned by Boorstin about how NBCUniversal is handling the financial strains affecting TV and film production, Langley referred to the satirical aspect of the Apple TV+ show “The Studio,” which takes aim at modern Hollywood. Using an instance from the plot where Seth Rogen’s studio executive provides creative feedback to director Ron Howard, Langley acknowledged, “I can relate to that situation because I’ve been through it myself.

Maintaining a strong relationship as a collaborative studio partner for creative individuals, according to Langley, requires “openness and transparency about any problems that arise, combined with a good deal of diplomacy and tact.” She added, “In our industry, it’s often said that a quick ‘no’ is far preferable to a prolonged ‘maybe.’ This rings especially true because no one enjoys being stuck in uncertainty.

The discussion ended with Langley expressing her views on a significant query posed by Boorstin – the future of cinema and television, along with how NBCUniversal will function post-divestment, which is anticipated to be finalized by the end of this year, as they relinquish control over seven cable channels.

As a devoted admirer of cinema, I’d like to express my optimistic viewpoint: Despite the hardships faced by both the exhibition community and studios, which have undeniably taken some harsh hits, it appears that the future may not be as dismal as it seems. At present, the domestic marketplace is showing signs of stabilization, with a projected 20% decrease in comparison to 2019’s figures.

She compared a movie to a large ocean liner, explaining it’s generally steady, though an engine might be running slightly rough. We know the direction it’s heading now, post-pandemic, and understand what audiences are looking for, as evidenced by the popularity of Imax events and premium experiences. We diversify our offerings to avoid being too tied to one genre, and animation continues to thrive with our top-tier studios. Horror is cyclical but moves swiftly; we have a flexible partner in [producer] Jason Blum who excels in this genre. Keeping an eye on emerging trends, she noted that the industry has seen a 20% decrease compared to 2019, but it seems to have leveled off.

Television, now managed by Langley for NBCUniversal, finds itself in a unique position. More people are watching TV than ever before, yet the way it’s distributed and monetized is experiencing significant changes. With a leaner structure, NBCUniversal intends to concentrate on delivering premium content and marquee sports onto its primary channels: network NBC, cable channel Bravo, and streaming service Peacock.

There’s an unprecedented surge in the consumption of content, and the way this is done is evolving at a fast pace. For established media companies like ours, traditional methods are on a steady decline. To maintain our health, we require a dynamic network because we possess numerous sports rights, and these rights will power Peacock. Our goal is to become a streamlined company, managing a manageable set of challenges.

(Pictured: CNBC’s Julia Boorstin and NBCUniversal’s Donna Langley at CNBC’s Changemakers summit.)

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2025-04-09 01:19