New Delhi, May 4: The adoption of Artificial Intelligence (AI) could boost revenues by 10% and cut costs by 15% for media and entertainment companies, according to a new Ernst & Young (EY) report launched at the inaugural WAVES Summit.
Titled "A Studio Called India: Content and Media Services for the World", the report highlights how AI is reshaping the global media and entertainment (M&E) industry—transforming everything from content creation and audience engagement to monetisation and distribution.
EY noted that India, with its strong content production capabilities and IT expertise, is well-positioned to become a global leader in AI-driven media innovation. “The convergence of India’s deep talent pool, maturing AI ecosystem, and media production strengths makes it a strategic hub in the global AI-M&E value chain,” the report stated.
Indian companies are increasingly integrating generative AI tools to enhance creative workflows, optimise campaigns, and boost audience engagement. OTT platforms now employ AI to deliver hyper-personalised content recommendations based on language preferences, location, income levels, and viewing habits.
On the monetisation front, AI is enabling dynamic, customised ad placements and real-time optimisation of pricing strategies. It is also improving accessibility and localisation through automated dubbing, AI-generated subtitles, and voice cloning technologies. Tools like VisualDub5 allow studios to efficiently adapt content—including celebrity ads and trailers—for multi-language global releases without compromising storytelling quality.
The report emphasises India’s competitive edge in blending creative and technical skills. With a substantial share of the global AI talent pool and a surge in start-ups focused on M&E applications, India is rapidly expanding its influence in AI-enhanced services such as audio synthesis, content moderation, VFX, and post-production. These services are delivered at a significantly lower cost than those in Western markets.
EY highlighted that India's media landscape benefits from its cultural and linguistic diversity, a digitally native youth population, and widespread internet adoption. This creates fertile ground for producing regionally resonant yet globally relevant content, particularly in high-demand areas like animation, gaming, and visual effects.
Government support has also accelerated the sector’s growth. Initiatives include a $1 billion fund to support content creators and plans to establish the Indian Institute of Creative Technologies in Mumbai. Additionally, platforms like YouTube and Instagram have fueled the rise of the creator economy, generating demand for roles in influencer marketing, content strategy, and social media management.
India's media and entertainment sector currently employs 2.8 million people, with another 10 million jobs supported indirectly—especially in events, music, and content production. Digital media, OTT platforms, and online gaming are the fastest-growing areas in terms of employment potential, according to the report.
