AMC Networks has partnered with Runway to use the AI startup’s models and technology in the TV studio’s marketing and development processes. The Cablevision-owned AMC Networks brand — home to cable TV hits such as “Mad Men,” “Breaking Bad” and “The Walking Dead” that have found new audiences on the AMC+ streaming service — plans to use AI in everything from identifying key scenes for promotional use to ideating new ideas, previsualization and special effects. Lionsgate entered a similar deal with Runway last year that had the reciprocal benefit of allowing the AI company to use the studio’s content to train models.

Although model training wasn’t mentioned with regards to the current deal, that doesn’t mean it’s not part of the AMC-Runway “partnership.”

“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,” AMC Networks EVP Global Media Operations and Technology Stephanie Mitchko said in the announcement.

“Entertainment companies have been exploring how to use AI in their processes, which supporters say can help reduce costs and allow creatives to test bold ideas without as many financial constraints,” writes Los Angeles Times, mentioning the Lionsgate agreement saw Runway creating “a new AI model for the studio to help with behind-the-scenes processes such as storyboarding.”

At the time, The Verge wrote that the Lionsgate deal also involved model training. The New York-based AI company has made a concerted outreach to the film and television industries, having in September launched a $5 million AI film fund.

Runway technology “has also been used in series like ‘House of David’ on Amazon Prime Video,” LA Times writes.

“We’re building the foundations for a new era of media — the way content gets made and green-lit is changing rapidly, and that’s impacting everything from production timelines and methodologies to distribution models and marketing tactics,” Runway co-founder and CEO Cristóbal Valenzuela said in the announcement.

“The move comes as AMC Networks and others in the media industry continue to look for ways to cut costs as the linear TV business declines and streamers battle with one another for a larger share of audiences and ad revenues, all while continuing to work towards reaching or growing their profitability,” reports The Wrap.

AI appears to hold equal interest for movie creators and marketers. In October, horror movie boutique Blumhouse partnered with Meta Platforms to test the Meta Movie Gen suite of models, according to Deadline. That deal expanded in May when The New York Times reported the companies working on a chatbot called Movie Mate designed for use in theaters.

Related:
Runway CEO Cris Valenzuela Wants Hollywood to Embrace AI Video, The Verge, 6/5/25
AI Advertising Tip of the Iceberg for AMC Networks New Partnership, AV Club, 6/4/25
AMC Theaters to Run Even More Commercials Before Movies Play, Bloomberg, 6/3/25