With the effective use of Artificial Intelligence (AI), India is poised to emerge as a global creative powerhouse and hub, according to a media report presented by Union Minister of State L. Murugan at the World Audio-Visual Entertainment Summit (WAVES).
The report, titled “A Studio Called India” and prepared by Ernst & Young, states that media and entertainment companies can not only increase their revenue by at least 10% but also reduce input costs by up to 15% through the adoption of AI technologies.
Officials noted that AI is expected to play a crucial role in the growth story of the media and entertainment sector. “The global media and entertainment (M&E) industry is undergoing a dramatic transformation, driven by the proliferation of AI. From content creation and curation to monetisation and distribution, AI is becoming an integral part of how stories are told and consumed,” the report highlights.
India—already a leader in content production and IT services—is uniquely positioned to lead this AI-driven transformation. The convergence of a vast talent pool, a rapidly advancing AI ecosystem, and proven media production capabilities positions the country as a strategic node in the global AI-M&E value chain.
The report also notes that OTT platforms have begun using AI to deliver hyper-targeted content recommendations, based on regional preferences, affluence, geo-targeting, and consumption patterns.
On the monetisation front, AI is enabling dynamic and customised ad insertions and optimizing pricing strategies through real-time viewer analytics. AI is also being used to predict content performance—such as modelling trailer effectiveness and anticipating drop-off rates. Additionally, broadcasters are experimenting with AI-driven dynamic creative optimization (DCO) to vary ads and promos in real time based on the viewer’s persona and profile.
The report further explores how AI is being used for automated dubbing. AI-based subtitling and voice cloning technologies are accelerating content localisation across markets. “These services allow global studios to scale up multi-language releases while maintaining narrative fidelity,” it notes.
The report positions India not only as a content-consuming nation but also as a “studio to the world.” It emphasizes the country’s strengths—linguistic diversity, cultural richness, and a technologically skilled workforce—that enable it to craft narratives with global resonance.
India also offers a 40% to 60% cost advantage in animation and VFX services, supported by a large and capable talent pool. The report notes the growing international appeal of Indian storytelling, with up to 25% of views on Indian OTT content now coming from overseas audiences.
