Fable Studio

Fable Studio is a San Francisco-based entertainment and technology company developing generative television and interactive storytelling. Founded in January 2018, its work has evolved from immersive virtual reality narratives and conversational digital characters to Showrunner, a platform for watching, creating and remixing AI-generated episodic animation.

The studio emerged following the closure of Oculus Story Studio. Its inaugural production, Wolves in the Walls, adapted the book by Neil Gaiman and Dave McKean into an interactive virtual reality experience. The project debuted in 2018 and established a foundation for Fable’s subsequent exploration of characters that respond directly to an audience rather than follow a wholly fixed narrative.

Fable later developed “Virtual Beings”: conversational artificial characters designed around persistent memory, emotional responsiveness and established personalities. Projects including The Lucy Project, Charlie and Beck explored this approach. In 2022 and 2023, the studio extended its character work into The Simulation, an AI-native world populated by interconnected autonomous agents.

Generative television and audience participation

Fable announced Showrunner in 2024 and opened the platform to the public in July 2025. Users can watch AI-generated series and use text prompts to create custom episodes, dialogue and scenes. Its production capabilities encompass writing, voices, animation and editing, while streaming and remixing features allow audiences to participate in developing stories and alternative narrative branches.

Original platform programming includes Exit Valley Primetime, a satire of Silicon Valley technology figures, alongside Sim Francisco and Ikiru Shinu. The studio’s broader work also includes Everything Is Fine, an interactive playable film project listed for 2026.

Alongside its audience-facing platform, Fable develops custom generative models for established media franchises and offers virtual character authoring. Its work connects episodic animation, interactive entertainment and real-time worldbuilding, carrying its earlier interest in responsive characters into tools through which viewers can influence what happens on screen.