AMC Networks has entered a new phase of innovation by partnering with Runway, a New York-based artificial intelligence company that specializes in synthetic media tools. With this deal, AMC becomes the first major cable entertainment company to formally collaborate with Runway, marking a notable step in Hollywood’s growing interest in AI-based production and marketing tools.
Under the new agreement, AMC Networks will use Runway’s AI tools to support two key areas: the creation of marketing images and pre-visualization of TV content that has not yet gone into production. These technologies are designed to reduce costs and improve creative planning across AMC’s platforms.
Cristóbal Valenzuela, co-founder of Runway, said, “It’s kind of a natural transition for every entertainment and media company; they need to think through what AI means for them. This is the most important tech of their lifetime — it’s a make-or-break moment.”
AMC Networks, which owns popular channels and streaming services like AMC, BBC America, Shudder, Acorn TV, and AMC+, is known for producing iconic series such as Mad Men, The Walking Dead, and Breaking Bad. However, like many traditional media companies, AMC has faced financial pressure due to cord-cutting and increased competition from larger streaming services.
In its latest earnings report, AMC revealed that profits dropped nearly 50% to $63 million, prompting the company to look for more cost-efficient ways to create and promote content. Despite these challenges, AMC’s streaming platforms continue to maintain a combined subscriber base of over 10 million, signaling continued viewer interest in its programming, including titles like Dark Winds, the Walking Dead spin-offs, and the Anne Rice Immortal Universe.
By using AI-generated pre-visualization images, AMC can help its showrunners experiment with different scenes or concepts before actual production begins. This method offers a cost-effective solution by reducing the need for physical set design and test shoots. It also allows creatives to evaluate what works visually without committing to full-scale production.
Additionally, Runway’s technology will help AMC develop marketing visuals — such as posters, thumbnails, and promotional materials — without conducting expensive photo or video shoots. These assets, generated using Runway’s advanced AI, can be released quickly to meet promotional demands. However, the reception of such AI-generated materials by audiences and industry professionals remains uncertain.
Stephanie Mitchko, AMC Networks’ Executive Vice President of Global Media Operations and Technology, said, “As we explore the transformative potential of AI across our business, we see powerful opportunities to enhance both how we market and how we create. Our objective is always to use every tool at our disposal to help our creative partners fully realize the stories they want to tell.”
AMC joins a growing list of media entities experimenting with AI in production and promotion. Notably, Lionsgate and Harmony Korine’s EDGLRD have also signed agreements with Runway. James Cameron has partnered with Meta to explore a range of tech-driven initiatives that may include AI and mixed reality.
Runway recently released Gen-4, one of its most advanced video-generation models, which can produce content nearly indistinguishable from real footage. While some studios continue to quietly test tools from Runway, OpenAI, Stability AI, and Luma Dream Machine, concerns about labor issues and union reactions have kept many from making public announcements.
Still, Runway is pushing to mainstream synthetic media by showcasing its work through public events. On Thursday, the company will host an AI Film Festival at Lincoln Center in New York, featuring short films created using its tools. A follow-up event is scheduled for Los Angeles at the Broad Stage Theater the following week.