Fremantle

Fremantle is pursuing a dual-track approach to generative AI: buying capability from external vendors while building it in-house. On 1 June 2026 Runway opened its European headquarters in London and named Fremantle as an existing UK enterprise customer, confirming the group is already using Runway's generative-video tools in production workflows. In parallel, Fremantle operates Imaginae, its own in-house generative AI production label, giving it both a vendor relationship and a proprietary build programme running simultaneously.

Fremantle is one of the world's largest independent content production companies, wholly owned by RTL Group, itself a majority subsidiary of Bertelsmann SE. It produces and distributes scripted drama, entertainment formats, and documentaries across more than 70 countries. Its flagship formats include Got Talent, American Idol, The Price Is Right, and Neighbours. Headquartered in London, Fremantle employs approximately 10,000 people globally and generates more than €3 billion in annual revenue from production and distribution. Its drama slate includes fare produced for Netflix, Amazon, and major European public broadcasters.

Fremantle occupies a structurally interesting position in the AI production debate: as a production company rather than a broadcaster, its AI exposure runs through creative labour (writers, editors, VFX artists) rather than distribution algorithms. Its build-versus-buy decision (Imaginae alongside Runway) reflects the same question Netflix and Disney are answering simultaneously. Its parent chain (RTL Group, Bertelsmann) means AI strategy decisions at Fremantle sit within a larger European broadcasting group that is also managing AI-driven workforce restructuring at RTL Deutschland.