The Innovation Lab, located in New York City, will have expanded collaboration across WarnerMedia as well as contributions from its partners and other developers of emerging technology. The Lab's objective is to create new creative experiences for consumers and to driver deeper engagement.

“Our goal in launching this dedicated laboratory is to accelerate innovation around how our content can thrive and grow within emerging formats and platforms,” says Stankey, chief executive officer, WarnerMedia. “By taking advantage of AT&T’s technological capabilities, we are creating a next-generation playground for our creative, tech and strategy executives and key business partners across HBO, Turner, Warner Bros. and Otter Media.”

The Lab will pool data and insight from across AT&T’s 300 million direct-to-consumer relationships through wireless, video and broadband services with WarnerMedia’s content, to support dynamic content, innovative advertising formats and delivery using artificial intelligence and deep learning research. The Lab will marry subjects such as AI and machine learning to virtual reality and mixed reality with WarnerMedia’s IP and talent. The National Basketball Association has signed on as one of WarnerMedia’s initial Innovation Lab partners.

Together, the companies will look for ways to utilize AT&T’s IoT infrastructure, connected car partners and connected environments across stadiums, airports and cities to redefine localized content and fan experiences.

The duo will also use creative talents to bring immersive games experiences to consumers off the court.

Turner, a division of WarnerMedia and the NBA have worked together on previous innovation projects, the two jointly own NBA Digital, the league’s cross-platform portfolio of digital assets including NBA TV, the NBA App, NBA.com, NBA League Pass and NBAGLEAGUE.com.

In addition to the NBA, the Lab will work to WarnerMedia’s Turner division and Xandr, AT&T’s advertising company. Jesses Redniss, executive vice president, data strategy and product innovation, will oversee the Lab in addition to his current duties.

The company has started to roll out new offerings like Turner’s VR short film for TBS’s animated series “Final Space” a partnership between Warner Bros. and Magic Leap to develop a mixed reality theatrical trailer experience for Fantastic Beasts: The Crimes of Grindelwald and an agreement between Warner Bros. and Intel to launch a first-of-its-kind concept car that transports guests to Batman’s Gotham City.