AMC Networks Partners with Runway for AI-Driven Marketing Solutions

Marketing teams and pre-visualization artists at AMC Networks are adapting to new technologies as the company has entered into an agreement with Runway to leverage artificial intelligence (AI) for generating marketing images and pre-visualizing projects prior to production.

Industry Trends in AI Collaboration

AMC Networks is not alone in this venture; other Hollywood entities, including Lionsgate and Harmony Korine’s EDGELRD, have also established partnerships with Runway. Furthermore, various studios are reportedly experimenting with models from different generative AI companies. However, according to The Hollywood Reporter, AMC stands out as the first cable network to formalize a deal with Runway.

Financial Context and Strategic Goals

Recent financial reports indicate that AMC’s profits have significantly declined, dropping nearly 50% to $63 million. This downturn has prompted the company to explore strategies aimed at reducing production and marketing costs while striving to maintain the quality of its content.

AI Imagery in Marketing and Pre-Production

While AMC is currently not planning to incorporate AI-generated imagery into its television shows, the company believes that AI-generated images can effectively promote its upcoming films and series. This approach is intended to allow AMC’s networks to produce a variety of promotional materials without incurring the additional time and financial burdens associated with traditional physical shoots. As reported by THR, this strategy could streamline the marketing process significantly.

In addition to marketing, AI imagery will play a role in pre-production, assisting showrunners in evaluating potential concepts and visual styles before filming commences. This use of technology is expected to enhance decision-making processes and reduce reliance on extensive human labor traditionally required in these areas.

Concerns Regarding AI Training Practices

AMC’s collaboration with Runway raises questions about the ethical implications of AI training practices. Runway has been known to utilize content from thousands of YouTube videos and pirated versions of copyrighted films without prior permission. It remains unclear whether AMC has authorized Runway to use its own shows and films for AI training purposes, a practice that has been confirmed in other partnerships, such as with Lionsgate.

This partnership between AMC Networks and Runway marks a significant step in the integration of AI technology within the entertainment industry, reflecting broader trends towards innovation and efficiency in content creation and marketing.

This article originally appeared on Engadget at Engadget.