Fable Studio
{{Short description|Media company}}
Fable Studio is a startup media company founded in January 2018 by Edward Saatchi and Pete Billington. It specializes in virtual reality media, and is using generative AI to develop a simulated reality titled the Simulation, and a streaming platform called Showrunner that can generate custom episodes.
History
=''Wolves in the Walls''=
In January 2018, Fable Studio launched, with Wolves in the Walls as its premiere VR title.{{Cite web|url=https://www.forbes.com/sites/jessedamiani/2019/01/29/fables-wolves-in-the-walls-launched-lucy-as-a-virtual-being-and-the-implications-are-massive/|title=Fable's 'Wolves in the Walls' Launched Lucy As A Virtual Being -- And The Implications Are Massive|last=Damiani|first=Jesse|website=Forbes|language=en|access-date=18 November 2019}} The property was based on the Neil Gaiman and Dave McKean children's book of the same name.{{Cite web|url=https://nerdist.com/article/wolves-in-the-walls-vr-neil-gaiman-dave-mckean/|title=Wolves in the Walls is the Future of VR Filmmaking|website=Nerdist|access-date=18 November 2019}} In August 2019, Wolves in the Walls won a Primetime Emmy for outstanding innovation in interactive media.{{Cite web|url=https://variety.com/2019/digital/news/wolves-in-the-walls-emmy-1203307718/|title=Neil Gaiman VR Experience 'Wolves in the Walls' Wins Primetime Emmy|last=Roettgers|first=Janko|date=23 August 2019|website=Variety|language=en|access-date=18 November 2019}}
=The Simulation and Showrunner=
In May 2023, Fable Studio announced an AI project titled "The Simulation", which plans to create a simulated reality of AI-powered characters with the eventual goal of creating an artificial general intelligence.{{cite news |last1=Kelly |first1=Erron |title=The Simulation by Fable makes everyone Robert Ford |url=https://venturebeat.com/games/the-simulation-by-fable-makes-everyone-robert-ford/ |access-date=15 May 2024 |work=VentureBeat |date=30 May 2023}} The Simulation's official website is entirely fabricated.{{cite news |last1=Coldewey |first1=Devin |title=Maybe showing off an AI-generated fake TV episode during a writers' strike is a bad idea |url=https://techcrunch.com/2023/07/18/maybe-showing-off-an-ai-generated-fake-tv-episode-during-a-writers-strike-is-a-bad-idea/ |access-date=15 May 2024 |work=TechCrunch |date=18 July 2023}}{{cite news |last1=Kemper |first1=Jonathan |title=AI-generated South Park episode may be a hoax |url=https://the-decoder.com/ai-generated-south-park-episode-may-be-a-hoax/ |access-date=15 May 2024 |work=THE DECODER |date=22 July 2023}}
In July 2023 as part of The Simulation project, Fable Studio released a paper describing their tool named SHOW-1, also known as AI Showrunner, which uses a complex network of AI agents to create full animated TV episodes; they showcased the technology by creating several unauthorized episodes of South Park, inspired by an episode of that show about characters using ChatGPT.{{cite journal |last1=Takahashi |first1=Dean |title=Fable unveils Showrunner AI to create South Park-like TV shows with you as the star |journal=VentureBeat |date=18 July 2023 |url=https://venturebeat.com/games/the-simulation-unveils-showrunner-ai-to-create-south-park-like-tv-shows-with-you-as-the-star/}}{{cite news |title=AI put me in a 'South Park' episode |last1=Hardawar |first1=Devindra |url=https://www.engadget.com/the-simulation-ai-put-me-in-a-south-park-episode-170002565.html |access-date=15 May 2024 |work=Engadget |date=18 July 2023}}{{cite news |last1=Fried |first1=Ina |title=AI grabs "South Park" director's chair |url=https://www.axios.com/2023/07/20/south-park-generative-ai-episode-generator |access-date=15 May 2024 |work=Axios |date=20 July 2023}}{{cite news |last1=Farah |first1=Hibaq |last2=reporter |first2=Hibaq Farah UK technology |title=AI tool creates South Park episodes with user in starring role |url=https://www.theguardian.com/technology/2023/jul/20/ai-tool-creates-south-park-episodes-with-user-in-starring-role?_hsenc=p2ANqtz-814tH9SMoQTZfq8H5WKK-7aPIHFkr3RVEhjgwio1EO_sBAT0tcLdnshYOsdtltWribwFQB |access-date=15 May 2024 |work=The Guardian |date=20 July 2023}} Saatchi described the potential to create a "generative TV" service where fans can create and share their own episodes, or to allow writers or directors to realize their own original projects. SHOW-1 was heavily criticized by the Writers Guild of America and SAG-AFTRA, who were on strike at the time over the risk of their careers getting automated. Film, TV, and comic-book writer Christos Gage described the SHOW-1–generated episodes as "soulless and unfunny".{{cite news |last1=Brunner |first1=Raven |title=Unauthorized AI-Generated 'South Park' Episode Leaves WGA and SAG Strikers Enraged: "Straight To Hell" {{!}} Decider |url=https://decider.com/2023/07/20/unauthorized-ai-generated-south-park-episode-wga-and-sag-strikers-enraged/ |access-date=15 May 2024 |work=Decider |date=20 July 2023}} Devin Coldewey of TechCrunch, in contrast, said of one of the episodes, "Although I wouldn't say the episode is funny, it does have a beginning, a middle and an end, and distinct characters (including lots of fake celebrity cameos, including fake Meryl Streep)."
In June 2024, Fable Studio announced a streaming service, also titled Showrunner, that will allow users to create and share their own episodes using AI in a similar format as the South Park demos. Ten original series were announced for the platform, including Exit Valley, a Silicon Valley satire modeled after South Park; Ikiru Shinu, a post-apocalyptic horror anime; and Sim Francisco, an anthology series set in a shared universe of some of the other shows.{{cite news |last1=Cho |first1=Winston |title=Hollywood Nightmare? New Streaming Service Lets Viewers Create Their Own Shows Using AI |url=https://www.hollywoodreporter.com/business/business-news/fables-streamer-ai-generated-content-showcases-hollywood-fear-around-tech-1235911861/ |work=The Hollywood Reporter |date=30 May 2024}}{{cite news |last1=Heritage |first1=Stuart |title=A new AI service allows viewers to create TV shows. Are we doomed? |url=https://www.theguardian.com/tv-and-radio/article/2024/may/31/fable-showrunner-ai-tv |work=The Guardian |date=31 May 2024}}