AI FILMS ARE COMING: INDIA MUST ADAPT

‘If we don’t become part of this, if we don’t embrace this particular technology, millionaire brands might go down, which we cannot allow.

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’ As India is set to see artificial intelligence-powered films on the silver screens next year, with some streaming platforms already releasing AI-generated series, Ministry of Information and Broadcasting Secretary Sanjay Jaju said that the media and entertainment segment is going to be "hugely disrupted" in the coming years, in terms of content, production, scale, and talent & skill.

"We were at 2 per cent (India's share of the global industry) before the Al age.

"It's a little scary to imagine where we would be in the post-AI age (with increasing use of AI in the industry).

"AI 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 and entertainment segment. "There are songs being made on the fly.

"There are videos being generated out of AI, 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 told the CII Big Picture Summit 2025.