With its talent and tech base, India is uniquely positioned to dominate AI-powered content production and post-production services.
AI could increase revenues for media and entertainment companies by 10% and reduce costs by 15%, according to an EY report released in the first Waves Summit.
The report, a studio called India, outlines how AI is reshaping its global media landscape. Transform everything from content creation and personalization to monetization and distribution.
Already a global leader in content production, IT is well positioned to lead this AI-driven change.
EY highlighted the unique combination of India’s technical skills, creative depth and the rapidly expanding AI ecosystem. It is positioned not as an outsourcing destination, but as a key hub in the evolving media value chain.
Indian companies are increasingly using generated AI for tasks such as campaign optimization, audience targeting, auto-dubbing, and audio cloning.
These tools speed up international content localization and allow global studios to scale multilingual releases without sacrificing cultural credibility or narrative integrity.
With 2.8 million people directly employed and around 10 million indirectly playing a role, the Indian media sector is growing rapidly due to growing demand for digital platforms, government support and AI-enhancing content services.
EY concluded that India offers foreign investors a strong combination of creative scale, cost advantages and favorable policies, rather than regulatory barriers.
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