Indian entertainment firms are closing the technology gap with global rivals through aggressive AI investments.

Indian entertainment firms are closing the technology gap with global rivals through aggressive AI investments. Companies like JioStar and Pocket FM are appointing dedicated AI leaders and building proprietary tools to enhance content creation, production workflows, and personalization. A Ficci-EY report shows 60% of surveyed media companies already use AI, though spending remains modest with 46% allocating less than 5% of IT budgets to the technology. The shift reflects a fundamental industry change, as Indian media traditionally prioritized content over product and technology infrastructure, while global competitors invested heavily in both. These AI-driven investments are enabling faster content production, improved cost structures, and better content discovery while maintaining creative quality.