Fremantle appoints head of new IA label Imaginae Studios

Fremantle has found a real-life boss to run its new AI studio.

James Duffen, who has worked as an advisor to early-stage AI companies in the US and Europe as managing director of seed investing and M&A group Aurelius Advisers, will take the helm of Imaginae Studios, the “AI native” studio launched by independent production giant Fremantle in April. Duffen will start on October 20 and report to Fremantle’s Andrea Scrosati, group chief operating officer and CEO of Continental Europe.

When Fremantle launched Imaginae, it said the standalone label would “harness the power of artificial intelligence (AI) to serve and support its creative talents, pushing the boundaries of production and driving innovation in storytelling”. Duffen will be responsible for defining the studio’s “strategy, culture and operating model” and “connecting with the best talent in the world.” Fremantle’s model for Imaginae says the division will “push the boundaries of what is possible in media and entertainment, producing groundbreaking content whilst adhering to the highest standards of ownership and compliance”.

In a statement, Duffen said the entertainment industry “is at the start of something extraordinary” with new AI technologies designed not to “eclipse the human imagination but to amplify it and expand what is possible.”

The impact of AI on traditional television production will be a major topic of discussion at the MIPCOM international television conference, taking place in Cannes next week. Earlier this week, interactive TV group FastStream unveiled a lineup of AI-generated music TV hosts that it plans to use on its music TV channel ROXi. This follows the introduction of ‘AI actress’ Tilly Norwood, created by tech company Particle 6 Productions, which sparked a fierce backlash from the creative community.