Amazon MGM Studios and AWS announced the GenAI Creators’ Fund, a new initiative to support creators using professional artificial intelligence (AI) tools in the production of cinematic content
In conjunction with the announcement, Prime Video has approved the first three animated projects under the fund: Cupcake & Friends by BuzzFeed Studios, Love, Diana Music Hunters based on YouTube personality Diana, and Punky Duck by Jorge R. Gutierrez. All series will premiere on Prime Video at a later date.
To support the production of generative AI content, Project Nara was also announced. It is Amazon MGM Studios’ exclusive AI production platform built on AWS to support animation and live-action workflows. Project Nara provides a collaborative space to generate video, make edits, provide feedback, and track progress in real time.
Project Nara integrates professional tools such as Maya, Blender, Nuke, Unreal Engine, and Adobe Suite with Amazon MGM Studios’ first-party AI models and models developed in-house using their own IP, to solve issues such as character and scene continuity.
Amazon has never denied using AI on its Prime platform. Early use was criticized because when AI was used to produce audio dubbing and story synopses, the quality was low and contained many errors, so this feature was discontinued.
Today's announcement is seen as a move not to be left behind as their competitor Neflix has also started using generative AI in content and acquired Ben Affleck's AI production studio InterPositive earlier this year.
