By India McCarty
Negotiating salaries in Hollywood is no joke, but it looks like managers and agents have added a new tool to their toolbox: AI.
“Representatives for Priyanka Chopra Jonas, who plays a senior MI6 agent [in Amazon Prime’s HEADS OF STATE] and the film’s third lead, used AI tools including Grok and ChatGPT to measure and analyze viewer sentiment,” Variety recently reported.
Their findings? Chopra Jonas was “the main driver of the success of the movie.”
Breaking down the AI statistics, conversations surrounding Chopra Jonas were at a 50-60% rate, while co-stars John Cena and Idris Elba both earned scores of 20-25% in the same category.
Representatives for Priyanka Chopra Jonas used AI tools, including Grok and ChatGPT, to analyze viewer sentiment around Prime Video’s “Heads of State” and found that she generated more than double the buzz of her male co-stars, John Cena and Idris Elba.
Related: Hollywood Studio Warns Big Tech Not to Steal Movies to Train AI
According to an AI… pic.twitter.com/sO8Z9PCj35
— Variety (@Variety) August 20, 2025
“I don’t think she would normally be credited for [the film’s success] because she’s not the lead. She’s not a ‘head of state,’” Anjula Acharia, Chopra Jonas’ manager, told Variety. “But in this case, the data doesn’t lie.”
Previously, agents and managers had to use social media metrics to guess at the impact their clients were having, but with AI, they can refer to hard numbers.
“You can really see where the cultural heat is building, and it gives you that data really fast,” Acharia said.
This isn’t the only conversation Hollywood has been having about AI lately. Many studios now explicitly state that their movies are off-limits when it comes to training AI models.
For example, this summer Universal Pictures began running this message during the end credits of movies like BAD GUYS 2 and JURASSIC WORLD REBIRTH: “This motion picture is protected under the laws of the United States and other countries. Unauthorized duplication, distribution or exhibition may result in civil liability and criminal prosecution.”
In June, Disney and Universal even filed a lawsuit aimed at AI company Midjourney, alleging its website “displays hundreds, if not thousands, of images generated by its Image Service at the request of its subscribers that infringe Plaintiffs’ Copyrighted Works.”
“Piracy is piracy, and whether an infringing image or video is made with AI or another technology does not make it any less infringing,” their suit continued. “Midjourney’s conduct misappropriates Disney’s and Universal’s intellectual property and threatens to upend the bedrock incentives of U.S. copyright law that drive American leadership in movies, television, and other creative arts.”
The conversations surrounding AI are typically about copyright and unauthorized use of actors’ images, but with this latest development, Hollywood is seeing a new side of the technology’s usefulness.
Read Next: Battle Over AI’s Role in Entertainment Continues to Rage in Latest Lawsuit
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