ANIRepresentative ImageMumbai: India's entertainment industry is moving from AI experimentation to AI integration, with generative artificial intelligence increasingly embedded into television, OTT and film production. Industry executives said AI is no longer limited to pilots or experimental projects but is beginning to reshape how content is developed, produced and delivered.From scripting and casting to post-production, AI tools are being integrated across the content production value chain. What began as AI-assisted workflows is evolving into more structured production pipelines aimed at reducing costs, compressing timelines and expanding creative flexibility. Executives say parts of the physical production pipeline are turning virtual. AI can process consumer data, identify audience segments, analyse story patterns and assist in talent discovery. Beyond analytics, it is being used in production and post-production, including visual effects, pre-visualisation and digital world-building. Projects may combine live action with AI-generated elements or rely more heavily on AI-led workflows.India produces roughly 1,500-2,000 films annually across languages, alongside more than 900 television channels and over 50 OTT platforms. The media and entertainment sector generates about ₹2.5 lakh crore in annual revenue, with film, television and digital streaming among the largest segments.At the India AI Impact Summit, Abundantia Entertainment partnered Tiger Global-backed InVideo to develop a slate of five AI-driven films over three years. The companies have committed ₹100 crore across the slate, funded through internal cash flows. Under the arrangement, InVideo will provide AI and virtual production infrastructure, while Abundantia will oversee creative development and physical production.Separately, Nikhil Kamath-backed Collective Artists Network has introduced a proprietary AI production system through its technology arm, Galleri5. The platform integrates VFX, 3D animation and AI pipelines into a unified production layer designed to reduce reliance on physical infrastructure and improve turnaround times. The company is deploying the system in ongoing projects, including the mythological series Mahabharat: Ek Dharmayudh.Live EventsAbundantia CEO Vikram Malhotra said AI's impact will be both creative and economic. "What you can do with AI is not incremental but exponential," he said, adding that it democratises storytelling and enables filmmakers to imagine worlds that were previously financially or technically unviable.Collective Artists Network CEO Vijay Subramaniam said faster, and cheaper turnaround is the real breakthrough, directly improving commercial speed. InVideo CEO Sanket Shah said AI tools are becoming core filmmaking instruments that need constant experimentation and integration across LLMs, image, video and world models.Add as a Reliable and Trusted News Source Add Now! (You can now subscribe to our Economic Times WhatsApp channel)Read More News onAI in entertainmentgenerative artificial intelligencefilm productionOTT platformstelevision productioncontent production value chainAbundantia Entertainmentreliance(Catch all the Business News, Breaking News and Latest News Updates on The Economic Times.) Subscribe to The Economic Times Prime and read the ET ePaper online....moreless(You can now subscribe to our Economic Times WhatsApp channel)Read More News onAI in entertainmentgenerative artificial intelligencefilm productionOTT platformstelevision productioncontent production value chainAbundantia Entertainmentreliance(Catch all the Business News, Breaking News and Latest News Updates on The Economic Times.) Subscribe to The Economic Times Prime and read the ET ePaper online....moreless