JWX, the video software artist formerly known as JW Player, has struck while the iron is hot on its recent rebrand by buying a studio start-up called Aug X Labs. The swift decision to diversify the newly merged entity is a strong signal of intent from the new owners to distance JWX from its video player roots. After the merger of JW Player with Connatix in October 2024, forming JWP Connatix, Faultline spotlighted the complementary nature of the deal—blending Connatix’s integrated ad tech stack (ad server + player) with JWP’s workflow capabilities (recommendation software, analytics, APIs, CMS, ad tech). There is little complementarity about JWX’s acquisition of Aug X Labs, which runs a so-called AI-assisted commercial video studio called Augie…