Bollywood is embracing a tech revolution as actor-filmmaker Ajay Devgn launches Prismix, an AI-driven media venture focused on generative storytelling. This move signals a deeper integration of artificial intelligence into mainstream Indian cinema, reshaping how films are made. While AI has already dipped its toes into scripting, post-production, and marketing, experts say it’s a cost-cutting ally—not a replacement for human talent.
India’s first AI-crafted feature film, Naisha, hits theaters in May, spotlighting the trend. “AI is a game-changer for pre-production, especially in period dramas needing authentic visuals,” says Dipankar Mukherjee of StudioBlo, an AI-powered content firm. His team recently produced a music video featuring an AI-cloned Ayushmann Khurrana. From slashing location shoot costs to speeding up design, AI is trimming budgets significantly.
Harikrishnan Pillai of TheSmallBigIdea calls AI a “storyboarding superhero,” accelerating scriptwriting and visualization. “It’s a boon for directors obsessed with detail,” he says. Though AI excels in referencing and soft visual effects, it stumbles with nuances like realistic hand movements. Still, its impact is undeniable—tools like ScriptBook analyze scripts, predict audience reactions, and refine plots, notes Viren Vesuwala of WhiteRiversMedia.
In marketing, AI shines bright. For Merry Christmas, Pillai’s team crafted AI-generated posters starring Katrina Kaif and Vijay Sethupathi. Production sees AI boosting visual effects, color grading, and editing, with innovations like Disney’s FaceDirector blending performances seamlessly. It’s also rewriting marketing playbooks by decoding audience behavior for sharper campaigns.
From studios to streaming giants and indie filmmakers, Bollywood’s AI adoption is democratizing tools and sparking efficiency. As Prismix joins the fray, the industry isn’t just adapting—it’s reimagining filmmaking for a tech-savvy era.
