Fremantle Launches Imaginae Studios to “Harness the Power of AI”
Fremantle opens a new division focused on developing AI-powered entertainment formats, partnering with tech leaders to push the boundaries of scripted and unscripted storytelling.
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Fremantle has officially entered the AI conversation with the launch of Imaginae Studios, a new creative division dedicated to exploring artificial intelligence in content development. The company, best known for hits like America’s Got Talent and The X Factor, is now betting on machine learning and generative tools to craft formats that sit at the intersection of entertainment and innovation.
Imaginae will focus on both scripted and unscripted content, leveraging AI to explore new types of storytelling, audience interactivity, and production efficiencies. The division will work alongside AI experts and production partners globally, with Fremantle positioning the move as part of a broader strategy to stay ahead of industry disruption.
While the details around specific projects are still under wraps, Fremantle’s goal is to use AI not just as a production tool but as a conceptual springboard for creative experimentation. This includes exploring formats where AI might influence narrative structure, real-time content personalization, or even audience engagement models.
The company has framed Imaginae as a “think tank and content engine,” suggesting a dual focus on R&D and IP development. Fremantle’s global CEO Jennifer Mullin noted that the studio’s aim is to experiment responsibly, emphasizing ethics and transparency in AI deployment. The announcement follows a growing trend among entertainment powerhouses looking to fold AI into their core operations rather than keeping it at arm’s length.
Imaginae enters a space already buzzing with experimentation—from AI-assisted VFX pipelines to virtual production stages that rely on generative environments. Fremantle’s move also reflects a broader industry realization: AI isn’t coming—it’s already here, and the companies that shape its use early may set the tone for the rest.