Fremantle has announced the appointment of James Duffen as Chief Executive Officer of Imaginae Studios, the company’s recently launched AI-native creative label. Reporting to Andrea Scrosati, Fremantle’s Group Chief Operating Officer and CEO Continental Europe, Duffen will officially assume his role on October 20, 2025.
Andrea Scrosati said, “I’m delighted to welcome James as the new CEO of Imaginae Studios. 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.”
James Duffen added, “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.”
Imaginae Studios was unveiled in April 2025 as a standalone label designed to push production boundaries and support creative talent through the use of artificial intelligence. The studio is dedicated to applying AI solutions across the creative process, operating with full independence while adhering to rigorous property rights and compliance standards.
In his new role, Duffen will define the strategy, culture, and operational framework of Imaginae Studios, with a mandate to connect the venture to leading creative talent and technology partners worldwide. He brings a strong background in both AI and media, most recently serving as Managing Director of Artificial Intelligence & Machine Learning at Aurelius Advisers, where he advised early-stage AI companies in the UK, U.S., and EMEA on M&A activity involving major global tech players. His previous media roles include VP Special Projects at Zodiak Media and Chief Commercial Officer at TheRightsXchange (TRX), where he was instrumental in launching the platform, securing investment, and forming key partnerships.