Amazon Invests in ‘Netflix of AI’ Start-Up Fable, Which Launches Showrunner: A Tool for User-Directed TV Shows

Edward Saatchi isn’t totally sure people will flock to Showrunner, the new AI-generated TV show service his company is launching publicly this week. But he has a vote of confidence from Amazon, which has invested in Fable, Saatchi’s San Francisco-based start-up.

The amount of Amazon’s funding in Fable isn’t being disclosed. The money is going toward building out Showrunner, which Fable has hyped as the “Netflix of AI”: a service that lets you type in a few words to create scenes — or entire episodes — of a TV show, either from scratch or based on an existing story-world someone else has created. Related Stories Harrison Ford Goes Deep on ‘Star Wars,’ His First Emmy Nomination for ‘Shrinking’ and the Future of America: 'Rich Get Richer. Poor Get Poorer. That Ain’t Right'

Fable is launching Showrunner to let users tinker with the animation-focused generative-AI system, following several months in a closed alpha test with 10,000 users. Initially, Showrunner will be free to use but eventually the company plans to charge creators $10-$20 per month for credits allowing them to create hundreds of TV scenes, Saatchi said. Viewing Showrunner-generated content will be free, and anyone can share the AI video on YouTube or other third-party platforms. Popular on Variety

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