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- GenAI is reshaping how content is ideated, produced, and experienced, from personalized ads to immersive live events
- With a projected 15%-20% by 2030 productivity impact on India’s media sector, GenAI is boosting customer engagement, streamlining content production and improving monetization strategies
- The industry must address concerns like copyright, deepfakes, and preserving human creativity to maintain trust and authenticity in AI-driven media
GenAI in the media and entertainment industry is marking a transformative moment, and reshaping how content is created, consumed and experienced. The race to develop GenAI models capable of generating video intensified in 2024, with its impact spanning digital media, broadcasting, film, music, sports, and gaming.
In India, GenAI’s impact is being realized across advertising, licensing and distribution, with the potential to redefine traditional production models of having creative teams, big production houses and years of planning and execution. Key players, both global and Indian, are exploring GenAI to unlock personalization, efficiency and innovative user experiences. AI-powered immersive experiences are redefining how users engage with media and live events, especially in sports. In gaming, AI is introducing real-time interactivity, allowing for adaptive, personalised experiences.
GenAI impact on productivity across media and entertainment value chain
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