AMC Networks is teaming up with Runway, a New York-based artificial intelligence company known for its synthetic media tools.
As reported by Runway, the partnership brings AMC into a growing circle of studios using AI to streamline content development and marketing.
With this move, AMC becomes the first major cable entertainment company to formally adopt Runway’s technology.
It marks a shift in how traditional media companies are rethinking production, and AMC isn’t waiting to act.
What AMC Will Do with AI
Under the new partnership, AMC will use Runway’s tools in two areas: pre-visualization and marketing asset creation.
For content development, the AI models will help generate early concept visuals before filming begins. This lets creatives experiment with different visual directions without spending on set design or test shoots.
On the marketing side, the tech will be used to generate promotional materials – like posters, thumbnails, and campaign images – without expensive photo or video shoots. It’s faster and more cost-efficient, especially as AMC looks to cut overhead.
Why AMC Is Moving Now
AMC’s profits dropped by nearly 50% in its latest quarterly report, falling to $63 million. But it’s not all bad news. Streaming platforms like AMC+, Shudder, and Acorn TV still have more than 10 million combined subscribers.
This creates a clear need: keep content and marketing fresh, but do it with fewer resources. That’s where AI fits in.
Stephanie Mitchko, AMC’s EVP of Global Media Operations and Technology, said, “We’re always looking for ways to help storytellers bring their ideas to life. Runway’s technology lets us work faster and with more flexibility.”
AMC Joins a Growing List of AI-Adopting Studios
AMC isn’t the only player experimenting with synthetic media. As reported by The Hollywood Reporter and the Los Angeles Times, Lionsgate and Harmony Korine’s EDGLRD have also signed deals with Runway. James Cameron is working with Meta on tech-driven projects that may include AI and mixed reality, which blends digital and physical environments.
Cristóbal Valenzuela, Runway’s co-founder and CEO, said, “The way media gets made is changing. We’re building the infrastructure for that shift.”
Inside Runway’s Technology
Runway’s latest model, Gen-4, is a high-performance video-generation tool that produces visuals nearly indistinguishable from real footage. Studios can use it to preview scenes, explore effects, or map out concepts without traditional production steps.
AMC plans to apply this across its franchises – including The Walking Dead spin-offs, Interview with the Vampire, and Dark Winds – to support both development and promotion.
A Clearer Path Forward
Some studios are still testing AI behind closed doors, concerned about labor impact or public reaction. AMC is taking a different route by openly adopting the tech and integrating it into daily workflows.
To highlight what’s possible, Runway is hosting an AI Film Festival this week at Lincoln Center in New York, with a second event scheduled in Los Angeles next week.
AMC’s decision to go public with its AI strategy isn’t just a test. It’s a strategic move to rethink how entertainment is created, marketed, and delivered. And other media companies will be watching closely.
