AMC Networks is the latest entertainment entity — and the first cable player — to formally make a deal with emerging Hollywood generative artificial intelligence player Runway, The Hollywood Reporter has learned.

AMC will use the New York firm’s tech both to generate marketing images and help pre-visualize shows that have yet to be produced.

“It’s kind of a natural transition for every entertainment and media company; they need to think through what AI means for them,” Runway co-founder Cristóbal Valenzuela told THR when asked about the AMC partnership. “This is the most important tech of their lifetime — it’s a make-or-break moment.”

AMC Networks is the latest entertainment entity — and the first cable player — to formally make a deal with emerging Hollywood generative artificial i

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