AMC Networks, home to highly acclaimed series which includes The Walking Dead and Mad Men, is stepping into a new era of content creation. According to The Hollywood Reporter, the company has made a deal and partnered with the global AI research company, Runway, who are well known for the vast multimedia content library and usage of  artificial intelligence.

The company’s co-founder Cristóbal Valenzuela talks ab0ut the partnership in an interview with THR,“It’s kind of a natural transition for every entertainment and media company; they need to think through what AI means for them. this is the most important tech of their lifetime — it’s a make-or-break moment.”

According to The Hollywood Reporter, the collaboration between the two will mostly focus on two crucial factors, which are enhancing marketing efforts and streamlining TV development. AMC Networks’s executive vice president of global media operations and technology, Stephanie Mitchko, further delves into the partnership and exploring a new transformative potential,”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. Our objective is always to use every tool at our disposal to help our creative partners fully realize the stories they want to tell.”

According to The Hollywood Reporter, AI could help the company organize its portfolio and see what works or does not, thus aiding in its mission. Another factor is that currently, AMC’s streaming service has obtained a shocking 10 million subscribers, and the application of AI could help increase viewership with some of its popular titles.

The future of television production is increasingly looking to AI, and AMC Networks is positioning itself at the forefront of this shift. According to The Hollywood Reporter, Runway, this coming Thursday at New York’s Lincoln Center will hold an AI Film Festival showcasing their magnificent materials.