Fremantle appoints Chief Executive of AI label, Imaginae Studios

Fremantle announced the launch of Imaginae Studios in April 2025 as a new standalone label with a brief to harness AI tools and help the group’s creative talent to push production boundaries and drive innovation in storytelling.

Duffen joins Fremantle from Aurelius Advisers, where he served as Managing Director of Artificial Intelligence and Machine Learning, advising early-stage AI companies in the UK, the USA, and EMEA on their sale to global technology groups.

Earlier in his career, he was Vice President (VP) of Special Projects at Zodiak Media and Chief Commercial Officer at TheRightsXchange (TRX).

In a statement, Fremantle said Imaginae Studios “will push the boundaries of what is possible in media and entertainment, producing groundbreaking content while adhering to the strictest property and compliance standards.”

Duffen will report to Andrea Scrosati, Group Chief Operating Officer and CEO of the Continental Europe division at Fremantle.

Fremantle has a production presence in 28 territories, producing series and films such as Got Talent, My Brilliant Friend, Family Feud, Poor Things and Too Hot To Handle. Fremantle is part of RTL Group.

Scrosati said: “With his deep expertise in AI and his connections across the AI ecosystem, James is the perfect executive to lead this new venture that will build a unique opportunity for a completely new generation of creative talent to explore, experiment, and produce content. Under James’ leadership, Imaginae Studios will break barriers to entry by serving as a bridge between human creativity and technology as part of Fremantle’s commitment to providing creative talent with the cutting-edge tools and support to deliver outstanding content to audiences worldwide.”

Duffen commented: “The entertainment industry is standing at the start of something extraordinary. Having spent my career at the crossroads of media and technology, I’ve seen how new ideas can reshape entire industries. AI isn’t here to eclipse human imagination but to amplify it and to expand what’s possible. Imaginae was founded on that belief: that technology and artistry, working together, can shape the next chapter of storytelling.”

Fremantle recently appointed Kevin Lingley as Executive Vice President (EVP) of Artificial Intelligence (AI). Discover more here.