FREQUENTLY ASKED QUESTIONS
FREQUENTLY ASKED QUESTIONS
ABOUT PARTICLE6
What even is Particle6?
Particle6 is an award-winning AI-first and AI-hybrid production studio making films, TV and premium branded content for broadcasters, platforms and brands around the world. We have a love for comedy which continues to shape our internal development slate and original IP ambitions.
And of course, we’re also the team behind AI actor, Tilly Norwood.
AI is part of the toolkit, to move faster, build bigger worlds and unlock ideas traditional production often can’t. It is not the replacement for taste, judgement or storytelling. Underneath all the tech we’re filmmakers. Directors, producers, editors, writers, creatives. We’re also passionate about upskilling and retooling creatives, helping the industry evolve with the technology.
I’ve never heard of anything you’ve made though?
You probably have, even if you don’t realise it.
Particle6 has been an award-winning, traditional production company for over 15 years! Long before AI entered the conversation… We built our reputation developing original ideas and producing best in class content for the likes of the BBC, Amazon Prime and Sky, generating more than 1 billion views online.
That filmmaking experience is exactly what shapes the quality of our AI work today.
Is AI filmmaking actually filmmaking?
Great filmmaking has never been about the tool. It’s about storytelling, emotion, taste and craft.
AI changes parts of the production process. It doesn’t replace the need for creative vision.
What makes Particle6 different from AI slop?
There’s a lot of fast, cheap, forgettable AI content. We built Particle6 to be the opposite of that.
Every project goes through the same creative scrutiny, human oversight and manual refinement.
We work to broadcaster’s delivery specifications, engage with legal teams and adapt workflows around strict AI policies where required.
We do not cut corners on compliance, quality, or creative rigour. And definitely no six-fingered characters unless explicitly requested!
HOW WE WORK
So do you just type prompts into a machine and hope for the best?
AI helps us explore ideas faster, iterate visually earlier and push productions further than traditional workflows often allow, but every stage is still creatively directed by people.
Here’s where it actually fits:
Development - brainstorming concepts, visual exploration, story testing, creative experimentation.
Pre-production - scripting, character, voice, prop and environment design, storyboarding.
Production - full AI, hybrid workflows, performance capture, animation.
Post - editing, grading, sound design, VFX, upscaling - our post-production team are full-service experts.
We don’t create proprietary tools, we work with a range of existing, third party platforms and are experts at piecing them together into pipelines that get the best results.
The technology accelerates the process. The craft still comes from the team.
Is everything always AI?
Not even close.
AI production exists on a spectrum, and the right workflow depends entirely on the project. Sometimes a production is fully AI-generated. Sometimes it’s hybrid. Sometimes AI is only used in development or post-production.
We don’t force AI into projects where it doesn’t belong. We build the best pipeline for the story.
Aren’t you just replacing creative jobs with AI?
Every production still needs directors, writers, editors, designers, actors and producers (the list goes on). AI changes the workflow, not the need for creative people. In many cases, it actually enables projects that would never have been commissioned traditionally. More possibilities should mean more storytelling and more roles, not less.
Aren’t you just stealing other people’s work?
No. Every project is built around original creative ideas with no input from existing intellectual property, copyright or data unless there is prior consent and compensation.
We operate under strict internal AI policies across every stage of production, and these standards are built directly into how we develop and deliver work.
In a space moving this quickly, we think compliance has to be proactive, not reactive. Our frameworks are updated continuously, not annually.
Could audiences actually care about an AI-generated character?
Audiences care about great characters. They always have. Nobody leaves a cinema emotional because they were impressed by a render pipeline! Connection comes from writing, performance, direction and storytelling, all of which are still human-led.
WORKING WITH US
If I become a client, am I just talking to AI bots all day?
Definitely not.
In fact, we’re huge believers in collaborative creative development. Every client works with us on a regular meeting cadence, with ongoing visibility into the creative process from start to finish.
We’re used to working with teams who are completely new to AI production, and equally comfortable talking workflows, compliance and technical pipelines with experienced partners.
SUSTAINABILITY
Are you not just destroying the world and wasting water?
It’s important to compare against the existing footprint of film and TV production, not against zero.
The traditional industry has a huge footprint relying on international travel, transport fleets and large scale set builds. Productions like Barbie and Oppenheimer have reportedly generated thousands of tonnes of CO₂e. We simply don’t have many of those same requirements.
We’re not pretending AI is impact-free. But we use it deliberately, not endlessly. With a clear purpose of creating ambitious entertainment and storytelling that serves audiences.
We constantly refine our workflows, train our teams and adopt new technologies to improve efficiency wherever possible. Many productions across Particle6’s history have also been Albert certified, and sustainability initiatives, where possible, remain.