Generative AI is transforming India’s Media & Entertainment sector, revolutionising how content is created, refined, and distributed. From streamlining post-production workflows to enabling hyperpersonalised viewer experiences, AI is shaping the industry’s next era of innovation and efficiency.

As AI adoption accelerates in 2025 and beyond, its impact will be even more profound.From automated storytelling to real-time personalization, here are the top 10 AI use cases that will shape M&E in 2025.

Automated Scriptwriting and Storyboarding

• AI tools streamline storytelling by generating scripts, identifying plot gaps, and creating detailed storyboards.

• Platforms like Soros leverage advanced natural language processing (NLP) to craft scripts tailored to audience preferences.

• By 2026, AI-driven scriptwriting will be a gamechanger for Indian cinema, especially for regional films, OTT series, and advertising, potentially reducing pre-production costs by 20%–30%.

VFX Automation

• AI-powered tools like Runway Gen-2 optimize motion tracking, CGI rendering, and real-time visual effects.

• Automation in VFX can cut production costs by up to 40%, boosting efficiency in filmmaking, gaming, and advertising.

• India’s animation and gaming sectors stand to benefit significantly, cementing the country’s position as a global VFX hub.

AI-Assisted Localization and Dubbing

• AI-driven voice cloning and automatic lip-syncing enhance multilingual content production.

• Tools like Rephrase.ai and VisualDub facilitate real-time voice adaptation and synchronized dubbing

• AI-powered localization will be crucial for OTT platforms expanding into Tier-II and Tier-III cities, reducing costs by 25%–35% and ensuring authenticity in regional content.

Personalized Content Recommendations

• AI-driven recommendation engines like Gracenote AI enhance OTT user engagement through hyperpersonalization.

• New aggregators like DorPlay use cross-platform content preferences for smarter recommendations.

• Beyond OTT, AI-driven personalization is benefiting music apps, news platforms, gaming aggregators, and D2C platforms, potentially increasing subscription revenues by 20%–30%.

Dynamic Content Editing and Enhancement

• AI tools such as Firefly enable seamless video editing, background replacement, and color enhancement.

• Independentcreators, YouTubers, and digital advertisers can leverage AI to lower editing costs by 40% and accelerate content delivery

AI-Driven Music Composition

• Platforms like Aiva generate royalty-free, AI-composed music for films, ads, and gaming.

• This technology reduces dependency on traditional composers, slashing music production costs by 40%

• AI-generated music is set to democratize audio production, empowering independent artists and small businesses.

Live and Real-Time Personalization

• AI enhances live sports and event streaming by dynamically adjusting content quality based on device and internet speeds.

• This innovation improves monetization opportunities, potentially boosting ad revenue and pay-per-view subscriptions by 15%–20%.

• Tools like Conviva provide real-time analytics for adaptive streaming.

AI-Powered Advertisement Targeting

• AI-driven ad targeting improves campaign ROI by 25% by analyzing user behavior and content preferences.

• Mobile ad services, OTT platforms, and e-commerce players stand to benefit from AI-powered ad placement tools like Kargo AI.

Synthetic Media for Marketing Campaigns

• AI-generated synthetic media (e-commerce ads, product demos, social media content) is reshaping marketing strategies.

• Tools like DeepMotion can cut production costs by 40%– 50%, enabling scalable, high-quality digital campaigns.

Ethical and Inclusive Content Creation

• AI models are being trained to reduce biases and create culturally sensitive content, critical for India’s diverse audience base.

• OpenAI’s GPT-4 Multimodal supports inclusive script and dialogue generation

• Ensuring ethical AI use will strengthen audience trust, potentially driving 10%–15% growth in long-term platform loyalty.

AI for Process Efficiency in M&E

Beyond content creation, AI is also optimizing operational processes, including:

• Rights Management – Automated tracking and monetization of intellectual property

• Content Scheduling – AI-driven scheduling based on historical trends and future events.

• Cue-Sheet Automation – Streamlining documentation for royalty and rights management

• Advertising Insights – AI-powered market intelligence for sales teams.

• Research & Media Planning – Data-driven audience insights for strategic planning.

The Rise of AI in Consumer Tech

India witnessed exponential growth in AI adoption in 2024: 

• AI app downloads surged by 135% YoY

• Consumer spending on AI grew by nearly 200% YoY

Responsible AI: Managing Risks & Ethical Considerations

While GenAI offers efficiency and creativity, it also raises concerns around security, privacy, and ethical usage. Industry players must implement Responsible AI frameworks to mitigate risks, such as:

• Data leaks (e.g., Samsung’s ChatGPT-related breach).

• AI errors (e.g., Air Canada’s chatbot refund mishap).

• Misinformation and content manipulation (e.g., synthetic media risks in advertising).

As AI continues to redefine the M&E landscape, balancing innovation with responsibility will be critical for sustainable growth. By leveraging AI’s transformative potential while addressing ethical challenges, India’s media and entertainment industry is poised to lead the next era of digital evolution.