Amazon Web Services (AWS) and Amazon MGM Studios have announced the launch of their GenAI Creators’ Fund and its first three animated projects, which have been ordered by Amazon Prime.
Aiming to provide funding and access to professional-grade AI tools for creators of all styles and backgrounds, the Fund brings established filmmakers, digital creators and technology startups to produce high-quality cinematic entertainment.
The initiative is driven by Project Nara, Amazon MGM Studios’ AI production platform for exclusive use by the company and creators selected that are being backed by the Fund. Built on AWS, Project Nara provides a collaborative workspace enabling real-time generation of video, editing, feedback and progress tracking. Reflecting the company’s core belief that human creativity leads and AI supports, the project supports both animation and live-action production workflows, said the company.
Project Nara integrates AI agents with tools including Maya, Blender, Nuke, Unreal Engine, and Adobe Suite. The solution aims to solve challenges such as character consistency, smooth motion between shots and cross-shot continuity. Key features include a model-agnostic architecture routing tasks to the optimal AI model; production-aware AI agents that carry full creative context across titles; a camera-to-cloud data bridge preserving on-set data end-to-end; and complete provenance tracking for IP protection, said the companies. AWS provides global cloud infrastructure and services to enable and support production.
Commenting, Albert Cheng, head of AI Studios, Amazon MGM Studios, said, “Creative breakthroughs happen when visionary storytellers are given access to transformative tools. The GenAI Creators’ Fund and Project Nara position human creativity at the centre of our efforts to integrate generative AI into our production processes at Amazon MGM Studios. We’re proud of the work that these filmmakers have accomplished and look forward to sharing these creators’ visions with the world.”
The first round of greenlit projects from the fund features Cupcake & Friends, created by BuzzFeed Studios, former Nickelodeon president of entertainment Albie Hecht’s Love, Diana Music Hunters and Punky Duck created by Emmy-winning Jorge R. Gutierrez.
Samira Bakhtiar, GM of media & entertainment, games, and sports, AWS, said, “Amazon has quietly and methodically assembled the only end-to-end AI content creation ecosystem in the industry, spanning from infrastructure to creative tools to distribution and funding of creative content. Project Nara illustrates how AWS can help filmmakers of all kinds bring AI to the full creative pipeline, from concept to screen, using a wide range of familiar models and tools on a cloud trusted by the entertainment industry. With investments like the GenAI Creators’ Fund, our collaboration with Innovative Dreams around hybrid filmmaking, and partnerships with leading generative AI providers like Luma and fal, AWS is building an ecosystem for human creativity powered by AI.”
