Recently, Amazon has been pushing for generative AI to be used in all forms of its business. From their shopping platform to their healthcare services, Amazon has integrated artificial intelligence in many of them. The tech company’s next target is entertainment.

The company’s Amazon MGM Studios and Amazon Web Services have announced a GenAI Creators Fund, aiming at giving creators funding for projects and access to Amazon’s plethora of AI tools for entertainment use. In an interview with The Hollywood Reporter, Albert Cheng, the head of AI Studios for Amazon MGM Studios, said that he believes AI will help with “cost prohibitive” tasks in entertainment.

The creators Fund was announced at Amazon’s “AI on the Lot” event, where the first three animated series using the Fund were announced as well. These shows were Punky Duck, from Book of Life director Jorge Gutierrez, Love, Diana Music Hunters, created by Albie Hecht, a former Nickelodeon executive, and finally, Cupcake & Friends, from Buzzfeed Studios.

These three projects will use Amazon’s Project Nara platform, a production tool that uses generative AI models to enhance projects created in it. The platform also features other animating software commonly used in entertainment, such as Blender and Adobe Suite.

“What it tries to do,” says Cheng, “is it streamlines and facilitates the end-to-end workflows of what we do, but also leverages the existing applications that professionals already know about.”

With AI being such an ethically hot topic in the entertainment world, this new Fund has been expected to cause backlash. Still, Samira Panah Bakhtiar, the general manager of media and entertainment for Amazon Web Services, says the initiative will lead to a “leveling of the playing field when it comes to cinematic storytelling.”

Other entertainment companies have followed in Amazon’s footsteps by adopting their own forms of generative AI for entertainment use. For example, Netflix acquired InterPositive, an AI filmmaking company founded by Ben Affleck. Netflix has stated plans to release its tools for use in the production of its TV shows and films. Other companies have done the same, leaving the door open for AI to be used in many forms of entertainment media.