Indian entertainment companies are increasingly using artificial intelligence in content production, making the technology more mainstream across films, web series, and digital platforms.
From AI powered web series to the country’s first Made in AI feature film, creators say the technology helps speed up development, scale content across multiple languages, and bring ideas to life that were once too expensive or technically difficult to produce. The use of AI is also cutting costs and reducing post production timelines, which is expected to lead to more AI based content on cinema screens and OTT platforms.
Rajesh Sethi, Partner and Leader for Media, Entertainment and Sports at PwC India, said AI is now becoming a core part of India’s media industry, moving beyond experiments to daily operations.
Abundantia Entertainment is developing Chiranjeevi Hanuman The Eternal with Collective Artists Network. It is being described as India’s first Made in AI film and is scheduled for release this year.
Vikram Malhotra, Founder and Chief Executive Officer of Abundantia Entertainment, said, “In India’s content-ecosystem, AI is bringing a strategic advantage of scale and speed, and we’re at a moment when audiences across languages and devices are hungry for fresh stories, distinct voices and high production values. AI will reshape the landscape by lowering entry-barriers, speeding up workflows, enabling new forms of visual storytelling but it won’t replace the essence of content creation, which is human, emotional, and grounded in impact.”
The company is also working on another AI driven film titled Jai Santoshi Mata Sukh Sampatti Daata under its AI focused division, Abundantia aiON. Malhotra added, “We expect Abundantia aiON to contribute around 10-12 per cent of our revenue in the first year of full operations, and potentially 30-35 per cent by the third year. We are looking at projects that might leverage AI extensively from ideation, character development, environment creation to even full-scale “Made-in-AI” films. Our guiding principle is “Human First. AI Empowered.” That means every story will still have a human creator, a human voice.”
Deepak Dhar, Founder and Group Chief Executive Officer of Banijay Asia and Endemol Shine India, said, “At Banijay Asia, we see AI as an enabler, not a substitute. It helps our teams spend less time on repetitive processes and more time on creative decision-making. The goal is not automation for its own sake, but better storytelling through smarter tools.”
Last year, Avtr Meta Labs introduced an AI powered influencer and actor named Naina Avtr, who appeared in the micro drama series Truth and Lies alongside human actors. Abhishek Razdan, Chief Executive Officer and Co founder of Avtr Meta Labs, said the company is building AI native characters across content formats.
“NainaAvtr’s debut in a narrative format with human actors is an important marker because it moves AI from being a novelty or a marketing layer into the core of storytelling. This is not about replacing performers; it’s about expanding the creative canvas. This demonstrates that AI can function as a repeatable, scalable character IP, one that can carry narrative arcs, emotional continuity, and garner audience recall over time.”
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