Fremantle, the powerhouse behind cinematic successes Poor Things and Priscilla, has announced the launch of a new AI-centred production label, Imaginae Studios. The studio is being hailed as a significant step forward for the company and will operate as an independent brand dedicated to harnessing artificial intelligence technologies to “push production boundaries and drive innovation”.
According to Fremantle, the studio will be a hub of experimentation, blending human creativity with machine learning to pioneer fresh approaches to content creation. This move marks a major development for the global production company, known for its broad portfolio across both television and film.
The studio’s inception comes at a time when the industry is grappling with the implications of AI in creative fields. Nevertheless, Fremantle appears committed to embracing this shift thoughtfully, positioning Imaginae Studios not just as a technical lab, but as a creative sanctuary.
Andrea Scrosati, Fremantle’s Chief Executive for Europe, shared insight into the company’s vision:
“Our mission is, and will always be, to give creatives the best tools and the best support to deliver incredible content for audiences globally. AI offers incredible new opportunities to transform ideas into images, video, sound and art.”
Scrosati further emphasised the purpose of the new venture, saying:
“The mission of Imaginae Studios will be exactly that – to serve as a bridge between extraordinary human creativity and cutting-edge technology, fostering a creative sanctuary where innovation meets experimentation. We believe that behind every powerful AI tool, there must be a brilliant creative mind guiding its potential.”
The announcement comes amid ongoing debates about the role of AI within the entertainment sector. While the potential of AI to streamline workflows, enhance production values and open up new artistic possibilities is vast, so too are the concerns about ethics, authorship, and employment.
In the UK, trade unions such as Equity have been vocal in their demands for stronger protections for performers and creatives, warning of AI’s potential to infringe on intellectual property rights and impact traditional jobs. Their “Stop AI Stealing The Show” campaign has gained traction, pushing for legislative clarity and ethical standards around the use of generative AI in performance and media.
Just last December, the Culture, Media and Sport Committee conducted an inquiry into the future of British film and high-end television, with specific focus on how AI technologies could disrupt current industry practices. These discussions are part of a broader conversation happening across the creative sectors, from music to gaming, as creators and companies grapple with the rapid evolution of AI tools.
More Read
Fremantle’s response, it seems, is not to retreat from innovation, but to invest in it strategically. By establishing Imaginae Studios, the company hopes to remain at the forefront of creative evolution while maintaining respect for artistic integrity and intellectual property.
With a strong track record across film and television – including ITV’s The Apprentice, Channel 4’s Britain’s Got Talent, and BBC favourite QI – Fremantle is no stranger to delivering high-impact entertainment. The launch of Imaginae Studios signals its intent to not only continue that tradition but to do so with an eye firmly on the future.
As AI becomes an increasingly central tool in content production, Fremantle’s bold step may well set a precedent for other major players. Whether Imaginae Studios can strike the right balance between innovation and ethics remains to be seen – but it is, without doubt, a move that will be closely watched by the industry worldwide.
