President & COO Jamie Byrne, CEO George Strompolos, and Chief Creative Officer Dave Clark in Venice, California. Photo: Jeff Lorch
Today, we’re announcing the launch of Promise—a new studio built from the ground up to push the boundaries of storytelling with the transformative power of Generative AI.
Promise will produce original films, series, and new formats in collaboration with the world's best Gen AI artists and storytellers. Our goal is to foster an environment where creativity and innovation can thrive, bringing bold ideas to life and captivating audiences around the world.
Technology has always been fuel for creativity. We saw that happen firsthand in the earliest days of YouTube, as the democratization of distribution enabled a new class of creators to flourish. It was a time when technology and creativity collided in ways that reshaped the entertainment landscape forever. And now, as powerful Gen AI tools democratize the act of creation itself, we are thrilled to champion another generation of talent, as they push the limits of their imagination in pursuit of the stories they must tell.
To bring this vision to life, we are making a significant investment in new technology. Our production workflow software MUSE will integrate the latest Generative AI tools throughout the creative process in a streamlined, collaborative, and secure production environment.
This new era of creativity holds extraordinary promise, but it takes more than advanced technology to succeed. To bring great stories to life, we need great storytellers—writers, actors, producers, directors, visual effects artists, and so many others—who bring their creativity and vision to every project. For Promise, technology is the backbone, but the creative community is the heart and soul.
We are building partnerships with a broad range of Hollywood creatives, rights holders, and distributors who share our vision. With support from our investors Peter Chernin at North Road and Andrew Chen at Andreessen Horowitz, we plan to innovate both creatively and technically.
We believe that with trailblazing artists, a reimagined creative process, and innovative new technology, we’re on the verge of something big. The future of storytelling begins now, and Promise is leading the charge.
— George, Jamie & Dave