AI to Boost India's Media Productivity by 20% by 2030, Yet Adoption Remains Low:

Suspense crime, Digital Desk : During the first ever global World Audio Visual Entertainment Summit (WAVES) 2025, Adobe and NVIDIA shared their insights on how generative AI is changing the creative work. Anish Mukherjee from NVIDIA exhibited innovations which included multilingual voice-overs, digital humans, composing music and animation of characters. He illustrates how AI can propel sophisticated media workflows through Omniverse platforms with the use of NVIDIA's Fugato model and Cosmos suite.

India's AI Adoption Gap in Entertainment Industry

The Indian entertainment sector continues to fall behind when it comes to technological innovation. According to the recent publication, “The Future Of The Indian Entertainment Business In Partnership With The World”, only 24% of film studios in India have implemented AI tools, in contrast to 76% in the United States. This gap is particularly surprising considering India's Rs 10,000 crore mission INDIAai, which aims to foster a strong AI infrastructure in the country.

India's certain challenges - high capital cost, shortage of skilled manpower, and restricted access to IP are significantly slowing the pace of AI integration. However, other studios like Digikore are incorporating AI into their VFX processes, enabling them to reduce post-production time by 40% and working towards launching a marketplace featuring 250 virtual production sets.

Virtual Production’s Role in Cost Efficiency

With the traditional approach, content capture typically demands up to 120 days of work including paying $3M in location fees. In contrast, using volume LED tech could save 40 days and $900K alone. As of last year, India had only two small-scale virtual production setups.

India’s Technological Strength on Display

Innovative viewing experiences such as Hype Feed were made available to over 123 million people and the IPL 2024 showcased India’s capability. In excess of four million viewers attended watch parties while another 50 million engaged in predictive gaming, boasting 1.2 billion participatory engagements.

AI Seen as Creative Ally Not Replacement

Richard Kerris emphasized that AI is just another layer that one can add to enhance creativity, not replace. “AI puts tools in your hands—but knowing the craft, the basics, that’s still essential,” he notes. Advanced workflows developed could mitigate costs by 30% while saving around 110 production days.

Strategic Framework to Capitalize on The Regional Cinema Variation

This report also describes a strategy content planning framework that uses AI for optimizing content supply to local needs and international trends. India's regional cinema strengths can be leveraged: realism in Malayalam movies, creativity in Tamil films, and spectacle in Telugu cinema.

AI can increase productivity in the Indian media sector by 15-20% by 2030, increasing its global competitiveness while also expanding creative storytelling opportunities.