Fable, the San Francisco-based start-up founded by Edward Saatchi, has launched Showrunner, an AI tool for creating user-directed TV shows. Billed as the “Netflix of AI”, Showrunner allows users to generate scenes or full episodes by typing a few words, then share them across platforms. Unlike traditional streaming, audiences can insert themselves into existing narratives, direct plot twists and even become part of the cast.

The launch follows months of private testing with 10,000 alpha users and is powered by Fable’s proprietary SHOW-2 model. Early projects include “Exit Valley”, a satirical animated comedy skewering tech leaders, and “Everything Is Fine”, a surreal relationship drama. Amazon’s investment via its Alexa Fund aims to help scale the platform, which focuses on animation to avoid the heavy competition in photorealistic AI video.

Key Supporting Stats

Closed alpha involved 10,000 users experimenting with AI-driven TV storytelling.
Amazon’s Alexa Fund has invested in Fable (undisclosed amount).
Fable’s “South Park” AI project gained 80M+ views online.
Planned subscription: $10–$20 per month for creators to produce hundreds of scenes; viewing will remain free.

Key Takeouts

Interactivity as a differentiator: Viewers can create and direct stories in real time, blurring lines between audience and creator.
Episodic focus: AI is currently stronger at sitcom-style or procedural storytelling than at long-form serial dramas.
Potential IP partnerships: Fable is in early talks with major studios, including Disney, for licensing existing story worlds.
User-led creativity: Alpha testers surprised Fable by using the tool to put themselves and friends into shows.

Why It Matters

This marks a shift in streaming from passive viewing to participatory creation. For Amazon, it strengthens its foothold in interactive AI technologies. For media companies, it opens new possibilities for audience engagement, fan-led storytelling and monetisation - while also raising questions about IP control and whether mainstream viewers want to actively shape the shows they consume.

What We Can Expect Next

Subscription rollout: Monetisation via creator credits, with a free viewing tier to drive adoption.
IP collaborations: Potential for fan-generated episodes of beloved franchises if licensing deals close.
Creative guardrails: Ongoing refinement to keep content compliant with copyright and community standards.
Shift in viewing habits: Could set the precedent for two-way streaming experiences across the industry.