Fremantle has found a flesh-and-blood boss to run their new AI studio.

James Duffen, who has worked as an advisor for early-stage AI companies in the U.S. and Europe as managing director of seed investment and M&A group Aurelius Advisers, will take over as CEO of Imaginae Studios, the “AI native” studio launched by independent production giant Fremantle in April. Duffen will start on October 20, reporting to Fremantle’s Andrea Scrosati, Group Chief Operating Officer, CEO Continental Europe.

When Fremantle launched Imaginae, it said the standalone label would “harness the power of artificial intelligence (AI), to service and support its creative talent, pushing production boundaries and driving innovation in storytelling.” Duffen will be charged with setting the “strategy, culture and operating model” for the studio and “connecting with the best talent globally.” Fremantle’s boilerplate for Imaginae said the division “will push the boundaries of what is possible in media and entertainment, producing groundbreaking content while adhering to the strictest property and compliance standards.”

In a statement, Duffen said the entertainment industry “is standing at the start of something extraordinary” with new AI technologies designed not to “eclipse human imagination but to amplify it and to expand what’s possible.”

The impact of AI on traditional television production will be a major talking point at the MIPCOM international television confab, running in Cannes next week. Earlier this week, interactive TV group FastStream unveiled a lineup of AI-generated music TV hosts it plans to use on its music TV channel ROXi. This follows the presentation of “AI actress” Tilly Norwood, created by tech outfit Particle 6 Productions, which sparked a fierce backlash from the creative community.