Lucy is Fable's AI character.
Lucy is Fable's AI character.
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VR studio Fable relaunches as AI-based virtual beings company at Sundance

  • Posted byby Dean Takahashi
  • Updated
  • 4 min

Virtual reality studio Fable has relaunched, shifting its focus from VR to artificial intelligence, with an emphasis on creating “virtual beings,” or believable human characters governed by AI. The company made the announcement at the Sundance Film Festival.

Fable, led by Edward Saatchi, has caught on to a larger trend of virtual beings, also known as digital humans, as a way to marry the artistic work of computer animations with the rapid progress in artificial intelligence. Companies ranging from Epic Games to Magic Leap are working on these technologies in the name of creating artificial beings that behave like the real thing. The companies will showcase virtual beings at a conference this summer in San Francisco.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.