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The Economic Times

Economy / The Economic Times

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From bit role, AI's now the hero of entertainment industry

India's film, TV, and OTT sectors are embracing generative AI. This technology is now a core part of content creation, from scripting to post-production. AI tools are reducing costs and timelines while expanding creative possibilities. Companies are investing in AI-driven film projects and unified production systems.

19 Feb 2026 12:45 am