WarnerMedia said Tuesday it is launching the WarnerMedia Innovation Lab, an incubator that will combine emerging technologies with the company’s content to create new consumer experiences and businesses. The goal is to increase collaboration between WarnerMedia and parent AT&T, and also between corporate partners and tech developers.

The lab will be led by Jesse Redniss, adding to his role as Turner EVP Data Strategy and Product Innovation.

The company said the lab will meld core competencies in areas including the Internet of Things, AI and machine learning, virtual and mixed reality with WarnerMedia’s business HBO, Turner, Warner Bros and Otter Media. The idea is to “design new creative experiences for consumers and drive more immersive content engagement.”

One of the initial partners in the lab will be the NBA, which is already partnered with Warner Media’s Turner in jointly managing NBA Digital which includes NBA TV, the NBA App, NBA.com, NBA League Pass and NBAGLEAGUE.com.

“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 in a release. “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.”

Other areas of planned tech exploration noted today: AT&T’s 5G infrastructure offerings to develop, deliver and deploy AR/VR/MR/gaming, enhancing real-time interactivity and connectivity; 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 content to develop dynamic content, advertising formats and delivery using AI and Deep Learning research; and fostering further collaboration with the Turner division and Xandr, AT&T’s newly launched advertising company.

The lab will be based in New York City.