Fremantle Launches AI-Driven Label Imaginae Studios​on April 9, 2025 at 2:00 pm

Fremantle is latest company taking a big step into AI production.

The Got Talent and Poor Things maker has launched Imaginae Studios, a label it says is “designed specifically to harness the power of Artificial Intelligence.”

The unit will hire a team who will “leverage all AI solutions, technologies and tools for the creative community, embracing experimentation, innovation and vision,” Fremantle noted in a press release.

Fremantle Group COO and CEO of Europe Andrea Scrosati has spearheaded the launch, which is the second new label Fremantle has created this week, following the establishment of Fremantle Sports.

AI production remains a contentious subject in TV and film circles, with ITV meeting strong backlash and heavily criticism after advertising for a Head of Generative AI Innovation who would oversee an “AI-driven transformation” of ITV Studios and ITVX. However, the likes of Mediawan have created AI production chief roles in the hunt for cheaper, more efficient production.

“Our mission is, and will always be, to give creatives the best tools and the best support to deliver incredible content for audiences globally,” said Scrosati. “AI offers incredible new opportunities to transform ideas into images, video, sound and art. 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. Join us to shape the future of storytelling, where your passion for content creation and the opportunities that come from innovation can truly flourish.”