Immersive AI

Framestore’s Immersive team blends Ai with human craftsmanship to unlock new creative frontiers, turning any setting into an extraordinary experience.

We’ve seen what AI can do. So we built what it can’t: Control. Consistency. Scale. 

Directed Ai: Artist-led, production-grade systems used for high-precision tasks like rigging and tracking. These tools ensure the output is entirely governed by human intent, not algorithmic luck.

Generative Ai: Creative world models used for rapid synthesis and exploration. We leverage these to expand the scale of what’s possible, moving from isolated outputs to entire immersive ecosystems.

How is Framestore using Ai in immersive content creation?
 

By deploying Ai-augmented pipelines from our Film, Episodic and Advertising divisions, we bring cinematic precision to immersive spaces:

• Automated Rigging: Machine learning-driven animation workflows bypass manual constraints. This allows for faster creative iteration and the nuanced, flicker-free performances required for high-resolution immersive displays.
• Neural Rendering & Advanced VFX: We streamline complex processes—like digital doubles and re-aging—ensuring temporal consistency across massive frame rates and non-traditional formats.
• Precision Segmentation: Our Ai tools minimise manual rotoscoping, enabling clean, precise integration of digital assets into real-world environments at scale.

How does Framestore govern the use of Ai in Immersive?
 

Innovation without governance is a risk. Our work is guided by a rigorous framework to protect brand equity and IP.

• The Ai Approval Board: Every tool is vetted by a multidisciplinary panel to ensure legal and ethical compliance.
• Secure Deployment: All Ai tools are tracked, logged, and deployed within our secure studio environment—never in the wild.
• Radical Transparency: We provide 100% visibility into our methodologies. No hype, no noise—just commercially viable outcomes.

How do Hybrid Ai Pipelines enhance creative control and production efficiency?
 

High-end immersive content doesn’t reward one-off moments of plausibility; it demands specific results time and again.

By orchestrating Hybrid Pipelines—combining Directed Ai, Generative Ai, and traditional VFX—we provide the blueprint for why an image works. This allows us to pair the rapid prototyping of GenAi with the surgical precision of Directed Ai. The result is a scalable generative ecosystem that delivers the speed of Ai with the sophisticated detail of human craft.

Find out more about our use of Ai in Advertising AI, Film & Episodic AI, and our Technology Ai.