Amazon Supports AI Startup Fable with Debut of User-Generated Animation Platform, Akin to Netflix
In the ever-evolving world of media, a new player is making waves with its innovative approach to storytelling. Fable, an AI-driven interactive streaming platform, has recently secured investment from Amazon's Alexa Fund, marking a significant step forward in the realm of generative entertainment.
Founded by Edward Saatchi and the late Pete Billington in 2018, following their work at Oculus Studio, Fable's flagship tool, Showrunner, allows users to create animated episodes with prompts or photos. The platform has produced shows like Exit Valley, a satire of Silicon Valley figures, and Ikeworld, a surreal romantic comedy set in IKEA.
In an interview with Variety, Edward Saatchi expressed uncertainty about whether audiences want to participate in storytelling. However, the success of Fable suggests growing interest in co-creative media. The startup's closed alpha drew 10,000 users, and the waitlist has surpassed 100,000.
Saatchi suggested a potential solution could be building purpose-trained models that reflect the same care and coherence of the original works. He mentioned discussions with studios about building purpose-trained models around official storyworlds, but as of August 2025, no publicly available details indicate any confirmed partnerships in this regard.
The product's success in attracting a large user base and the investment from Amazon's Alexa Fund underscore the potential of Fable's approach. Fable plans to charge creators $10-$20 monthly for credits to generate hundreds of scenes. Users can export and share videos on platforms like YouTube.
However, it's important to note that this Fable is distinct from the Fable game franchise under Playground Games. The recent news about Fable primarily concerns the game’s development, release delays, use of the Forzatech engine, and platform exclusivity, with no mention of AI-based storyworld partnerships or purpose-trained AI models.
Licensing intellectual property is a significant challenge in generative entertainment, especially for studios wary of handing narrative control to users. Saatchi sees Showrunner as a step toward co-creative media but draws a distinction between prompt-based output and deeply considered narratives.
Pete Billington, an Emmy-winning director who helped pioneer interactive media, passed away in March. His contributions continue to shape the landscape of interactive storytelling, with Fable carrying on his vision in a unique and innovative way.
Crypto investors might find an intriguing opportunity in supporting Fable, a platform blending technology and entertainment, as it has secured investment from Amazon's Alexa Fund. Fable's co-founder, Edward Saatchi, envisions a future where AI models, purpose-trained for specific storyworlds, could revolutionize the crypto-based co-creative media landscape.
