Promise Launches 'The Generation Company' to Revolutionize Filmmaking with Generative AI

Promise, an AI entertainment studio supported by major investors including Google and Andreessen Horowitz, has introduced a new division named 'The Generation Company.' This initiative is designed to bring sophisticated generative artificial intelligence and cutting-edge visual effects to established film and production entities, fostering a new era of creative possibilities.

New Venture: The Generation Company to Spearhead AI-Driven Filmmaking

On October 14, 2025, Promise, a forward-thinking AI entertainment studio, announced the launch of 'The Generation Company.' This new subsidiary is set to transform the landscape of filmmaking by offering its generative AI and VFX expertise to traditional studios and production companies. The aim is to integrate advanced technological solutions into creative workflows, enabling filmmakers to overcome conventional limitations related to resources, timelines, and budgets.

The leadership of The Generation Company has been entrusted to Nem Perez, an accomplished filmmaker and generative AI artist. Perez brings a wealth of experience, having previously founded Storyblocker, a company specializing in virtual production and AI workflows. His directorial portfolio includes music videos for renowned artists such as Mac Miller, Nipsey Hussle, and Chance the Rapper. George Strompolos, founder of Fullscreen, and Jamie Byrne, former YouTube executive, are also key figures behind Promise, underscoring the venture's strong foundation in both technology and entertainment.

Byrne, co-founder, president, and COO of Promise, highlighted Perez's unique qualifications, noting his pioneering efforts in applying generative AI to filmmaking and his success in leading creative teams across diverse entertainment sectors. Perez himself expressed enthusiasm for the new endeavor, emphasizing his belief that generative AI should empower artists, unlocking cinematic moments that might otherwise be unattainable. He stressed the importance of honoring traditional craftsmanship while embracing new tools to expand creative horizons, ensuring that human expression remains at the core of all artistic endeavors.

Beyond visual effects and sequences, The Generation Company will also provide specialized AI consultation services. These services will cater to various creative departments, including art, costume design, props, and storyboarding, further integrating AI into every facet of film production. Promise, established last year with the goal of developing AI-driven films and series, secured additional funding earlier this year, with Google and Michael Ovitz's Crossbeam joining its investor roster. The studio also expanded its capabilities through the acquisition of Curious Refuge, a tech-focused film school dedicated to teaching filmmakers how to leverage advanced technology.

This strategic move into the services sector with The Generation Company marks a significant expansion for Promise, positioning it at the forefront of technological disruption in film production. As studios increasingly seek more realistic and elaborate visual effects while striving to manage costs, The Generation Company offers a timely and innovative solution to meet these evolving industry demands.

This initiative by Promise and The Generation Company highlights a fascinating and inevitable evolution in the entertainment industry. It suggests that artificial intelligence, rather than being a mere tool, is becoming an integral creative partner, pushing the boundaries of what is visually and narratively possible. For filmmakers and content creators, this signals a future where imagination is less constrained by technical limitations, potentially democratizing advanced production techniques. However, it also raises questions about the balance between human creativity and AI augmentation, and how these powerful tools will redefine artistic roles and responsibilities in the years to come.