Promise Studio Launches to Use Generative AI

Promise, a new entertainment studio backed by Peter Chernin and Andreessen Horowitz, aims to leverage generative AI in the production of films and series. Founded by industry veterans George Strompolos, Jamie Byrne, and Dave Clark, the studio plans to develop proprietary software called Muse that will integrate generative AI throughout the production process. Unlike traditional studios that use AI for limited applications, Promise intends to fully embed AI in all aspects of filmmaking, from concept to execution. This approach comes amid ongoing discussions in Hollywood regarding the implications of AI, particularly following recent strikes by writers and actors over AI-related concerns. Promise's founders are committed to fostering a collaborative environment for both Gen AI artists and established talent, signaling a transformative moment in the entertainment industry. The studio plans to engage with various stakeholders to create a multi-year lineup of innovative content.