Media & entertainment set to be ‘hugely disrupted’ by AI: I&B secy

As India is set to see artificial intelligence (Al)-powered films on the silver screens next year, with some streaming platforms already releasing Al-generated series, Ministry of Information and Broadcasting (I&B ministry) Secretary Sanjay Jaju on Monday said that the media & entertainment (M&E) segment is going to be “hugely disrupted” in the coming years, in terms of content, production, scale, and talent & skill.

- ROSHNI SHEKHAR

“We were at 2 per cent (India’s share of the global industry) before the AI age. It’s a little scary to imagine where we would be in the post-Al age (with increasing use of Al in the industry). Al is truly a transformational force. I cannot imagine where it is headed, and one segment that is going to be hugely disrupted is going to be the media & entertainment segment. There are songs being made on the fly. There are videos being generated out of Al, and it’s very difficult to imagine and fathom where it is going to end and stop. If we (India) don’t become part of this, if we don’t embrace this particular technology, millionaire brands that are present here might go down, which we cannot allow,” Jaju said here in