Fremantle names James Duffen CEO of AI-native label Imaginae Studios
Appointment effective October 20, 2025
Fremantle has appointed James Duffen as Chief Executive Officer of Imaginae Studios, its AI-native creative label launched in April 2025. Duffen will report to Andrea Scrosati, Fremantle's Group Chief Operating Officer and CEO Continental Europe.
Andrea Scrosati said, "I'm delighted to welcome James as the new CEO of Imaginae Studios. With his deep expertise in AI and his connections across the AI ecosystem, James is the perfect executive to lead this new venture that will build a unique opportunity for a completely new generation of creative talent to explore, experiment, and produce content. Under James' leadership, Imaginae Studios will break barriers to entry by serving as a bridge between human creativity and technology as part of Fremantle's commitment to providing creative talent with the cutting-edge tools and support to deliver outstanding content to audiences worldwide."
James Duffen added, "The entertainment industry is standing at the start of something extraordinary. Having spent my career at the crossroads of media and technology, I've seen how new ideas can reshape entire industries. AI isn't here to eclipse human imagination but to amplify it and to expand what's possible. Imaginae was founded on that belief: that technology and artistry, working together, can shape the next chapter of storytelling."
Mandate and priorities
Imaginae Studios operates as a standalone label focused on AI-driven content creation and innovation. It applies AI across the creative process while maintaining independence and adhering to rigorous property rights and compliance standards.
As CEO, Duffen will define strategy, culture, and the operating model, with a clear brief to connect leading creative talent and technology partners globally. The objective is simple: build scalable workflows that respect IP, improve production efficiency, and open new pathways for creators.
- Operationalize AI across development, production, and post without compromising rights or compliance.
- Forge partnerships with top AI vendors and model providers to accelerate experimentation and delivery.
- Develop a talent pipeline that blends creatives, product leaders, and machine learning specialists.
- Set measurable performance metrics: cost-to-content ratios, cycle time, and audience outcomes.
Duffen's background
Duffen brings experience across AI and media. Most recently, he served as Managing Director of Artificial Intelligence & Machine Learning at Aurelius Advisers, advising early-stage AI companies in the UK, U.S., and EMEA on M&A activity involving major global tech players.
His media track record includes VP Special Projects at Zodiak Media and Chief Commercial Officer at TheRightsXchange (TRX), where he helped launch the platform, secure investment, and build strategic partnerships.
Why this matters for media leaders
AI is moving from experimentation to execution in core production workflows. The studios that pair rights rigor with strong partnerships and clear operating models will set the pace.
- Watch for co-development deals with technology platforms and model providers.
- Expect transparency on data usage, training sources, and IP safeguards.
- Look for a slate of pilot formats and repeatable templates that compress development cycles.
- Track hiring patterns across showrunners, product managers, and ML engineers as a signal of execution depth.
Learn more about Fremantle's global business at fremantle.com.
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