A new AI tool called Showrunner is making waves in the entertainment industry — and Amazon’s Alexa Fund has officially invested in it. Developed by a startup named Fable, Showrunner claims to be the “Netflix of AI”, offering users the ability to create animated TV shows from text prompts.
The platform went viral after producing AI-generated episodes of South Park, which were later removed due to copyright claims. Now, with Amazon’s backing, Fable is preparing to launch Showrunner to the public, complete with interactive shows that users can customize and expand using simple prompts.
What is Showrunner and How Does It Work?
Imagine typing a script or a prompt and watching an AI engine animate it — with characters, dialogue, and even voice acting. That’s the core experience promised by Showrunner, powered by Fable’s proprietary AI. The platform allows anyone to write, direct, and edit animated content, regardless of experience or budget.
To showcase its capabilities, Fable created original shows like Exit Valley, a satirical series about Silicon Valley culture. According to Fable CEO Edward Saatchi, the long-term vision is for fans to generate episodes of their favorite shows, even inserting themselves or their friends into the storylines.
Fable is reportedly in talks with major studios like Disney to license their intellectual property (IP), although users cannot currently create content using licensed characters.
The “Netflix of AI” and Its Implications
Saatchi believes streaming’s future will be interactive, with users becoming co-creators instead of passive viewers. While the concept is groundbreaking, it raises serious questions about quality, originality, and the future of human creativity.
What Does This Mean for Filmmakers?
While tools like Showrunner have incredible potential, there are both opportunities and risks:
Potential Upsides
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Democratization of Filmmaking: Anyone with a story can bring it to life — no studio, no massive budget needed.
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Previsualization Tool: Great for storyboarding or creating animated mockups for film projects.
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Revenue Sharing: Fable plans to share revenue with creators whose content gets remixed or expanded by others.
Potential Downsides
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Job Displacement: The threat to writers, animators, and voice actors is real — a major issue in recent WGA and SAG-AFTRA strikes.
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Copyright Concerns: The unauthorized South Park episodes raise red flags. Fable’s use of existing animation styles could trigger legal action from major studios.
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The “Soulless” Factor: Can AI truly create meaningful art? Or is it just mimicking past works without emotional depth?
Final Thoughts
Amazon’s investment in Fable’s Showrunner is a bold signal that AI-powered content creation is being seriously considered by major players. But while the platform is technically impressive, its creative legitimacy is still questionable.
As one critic put it:
“Even if you have a scalpel and laughing gas, it doesn’t make you a dentist.”
True storytelling requires nuance, emotion, and experience — things that AI still lacks.
If platforms like Showrunner truly want to evolve, they must hire real storytellers, not just rely on ripping off existing IP. Until then, expect legal scrutiny and creative skepticism to follow them closely.
Still, the filmmaking landscape is shifting, and those who are willing to adapt to new technologies — while demanding ethical and creative standards — may be the ones to thrive in this new era.
