Startup Ryff Launches With AI-Driven Tech

Formed by a group of entertainment technology vets, the company also announced a strategic partnership with Endemol.
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Formed by a team of entertainment technology veterans, Hollywood- and London-based startup Ryff is emerging from stealth with the introduction of an AI-driven video platform called Placer.

Also on Wednesday, Ryff announced a strategic partnership with Endemol Shine Group, though details were not provided. And a "marketplace" for Placer-created inventory is planned by the startup.

The company will be led by CEO Roy Taylor, an AMD alum and BAFTA Los Angeles board member; COO Mark Turner, a Technicolor alum; CTO Evan Smyth, a DreamWorks Animation alum; chief scientist Spencer Stevens, who previously served as CTO at Sony Pictures; and chairman Louis Hernandez, the former CEO of Avid who was ousted from his role in February for what Avid described as "violations of company policies related to workplace conduct."

The Placer technology is described by the company as a tool for real-time manipulation of products, people, backgrounds and images in live or pre-recorded video. "For example, a Coke can on a desk can be replaced with a Pepsi can in a live TV show, based on user behavior and preferences," according to Ryff.

Said Turner, "Our founding team is confident that we are at the first stage of a monumental shift in how we program content."