AMC Networks has become the first major cable television company to formally partner with AI startup Runway, according to a report by Steven Zeitchik for The Hollywood Reporter. The deal will see AMC use Runway’s artificial intelligence technology for two primary purposes: generating marketing images and creating pre-visualization content for shows before production begins. The partnership aims to help AMC reduce production costs while maintaining quality, as the company faces financial pressure from cord-cutting and streaming competition. AMC’s recent earnings showed profits nearly halved to $63 million. “This is the most important tech of their lifetime — it’s a make-or-break moment,” Runway co-founder Cristóbal Valenzuela told THR. The AI-generated images and videos will not appear in actual shows. Other entertainment companies including Lionsgate have also partnered with Runway as the industry explores AI applications.