In November, a new type of content studio, Promise, was launched. Backed by high-profile investors, including producer Peter Chernin, Promise announced at its outset that it aimed to produce film and TV series by incorporating generative artificial intelligence tools into its production workflow, partly by utilizing its proprietary software MUSE.
The company has promoted itself as being creator-led, looking to put filmmakers at the center of its projects rather than replacing them, with part of its strategy being to streamline the future collaborations between traditional Hollywood creators and top Gen AI artists.
