Amazon is putting money into Fable Studio, the startup recognized for a viral AI-generated imitation of South Park.

As reported by Variety, Amazon’s undisclosed funding is aimed at the startup’s new streaming service, Showrunner, which is labeled as the “Netflix of AI.” This service enables users to produce shows utilizing Showrunner’s generative AI model.

In 2023, Fable Studio released a research document concerning its SHOW-1 model, which was trained on South Park episodes and produced a 20-minute South Park-style video fully developed by generative AI. The video’s popularity was partially due to its launch amidst the SAG-AFTRA strike, which involved discussions on AI protections. The video was created without the consent of the South Park creators. Fable mentioned it was an “experimental, non-commercial project investigating AI, voice synthesis, and deep learning technologies.”

Currently, Fable has initiated a commercial project with Showrunner, which officially launched on Wednesday. Users have the capability to create their own animated series or integrate scenes and characters into existing ones. Fable CEO and co-founder Edward Saatchi shared with Variety that they are pursuing collaborations with Disney and other studios to secure licensing for their IP on the platform.

Shows currently available through Showrunner consist of a Silicon Valley satire titled Exit Valley, reminiscent of Family Guy, and a series called Everything Is Fine that features a Tim Burton-like aesthetic. It remains uncertain whether these are products of licensing agreements or unauthorized training data. Mashable has reached out to Fable Studio for a statement.

Showrunner is currently operating in alpha mode on showrunner.xyz and Discord. Saatchi indicated that the platform is free to use and view videos but will eventually implement a charge of $10 to $20 per month for credits to produce new content.