WarnerMedia today announced plans to launch the WarnerMedia Innovation Lab, an incubator that will combine emerging technologies with content from across its operating units to create new consumer experiences and businesses.

This new initiative will further encourage deep collaborations across WarnerMedia and AT&T, as well as between key corporate partners and developers of emerging new technologies.

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

A key accelerant to the Lab will be technology and infrastructure expertise garnered from across all of AT&T’s businesses. The Innovation Lab will meld core competencies in areas ranging from the “Internet of Things” (IoT), AI and Machine Learning to Virtual Reality & Mixed Reality with WarnerMedia’s IP and creative talent in order to design new creative experiences for consumers and drive more immersive content engagement.

Initial areas of exploration are expected to include AT&T’s 5G infrastructure offerings to develop, deliver and deploy new consumer content experiences in the form of AR/VR/MR/Gaming Offerings, enhancing real-time interactivity and connectivity. The Lab will also look to combine data and insights from across AT&T’s more than 300 million direct-to-consumer relationships across wireless, video and broadband services with WarnerMedia’s content, in order to harness the potential of dynamic content, advertising formats and delivery using Artificial Intelligence and Deep Learning research.

One of WarnerMedia’s initial partners in the Innovation Lab will be the NBA. Together, they plan to explore areas including utilizing AT&T’s IoT infrastructure, connected car partners and connected environments across stadiums, airports and cities to re-imagine localized content and fan experiences, as well as utilizing a vast array of creative talent to bring the immersive game experience beyond the court.

Additionally, the Lab will foster further collaboration with WarnerMedia’s Turner division and Xandr, AT&T’s newly launched advertising company.

The Innovation Lab will be housed in New York City.