MUMBAI:  Fremantle has launched Imaginae Studios, a dedicated label focused on harnessing the full potential of artificial intelligence for creative content production. Led by Andrea Scrosati, group chief operating officer and CEO europe, the studio aims to provide creators with cutting-edge AI tools, fostering a space for experimentation and innovation in storytelling.

"Our mission is to empower creatives with the best tools and support to deliver compelling content globally," Scrosati stated. "AI presents unprecedented opportunities to transform ideas into diverse media, including visuals, video, sound, and art. Imaginae Studios will serve as a dynamic bridge between human creativity and advanced technology, cultivating an environment where innovation and experimentation thrive."

Imaginae Studios will operate as an independent entity, staffed by a specialised team of creatives passionate about pushing the boundaries of storytelling through AI. This team will explore a wide array of AI-driven solutions, developing new methods for content creation across various platforms. The studio's focus will extend beyond mere technological application, emphasising the crucial role of human creative direction in shaping AI-generated content.

The label's operations will adhere to stringent intellectual property and compliance standards, ensuring ethical and legal considerations are prioritised.

 Imaginae Studios is poised to explore the intersection of AI and human creativity, aiming to revolutionise the production of media and entertainment. This initiative signals Fremantle's commitment to investing in future-forward technologies and supporting the evolution of creative storytelling in the digital age. It intends to use AI to enhance all parts of the production process, and push the boundaries of current creative limitations.