How Indian entertainment firms are using AI to close tech gap with global rivals

JioStar and Pocket FM have recently expanded their AI capabilities, focusing on streamlining story development, production workflows, and localisation, while improving content discovery and retention.Pocket FM said the focus is on building a differentiated, technology-led entertainment ecosystem rooted in strong storytelling and deep consumer insight."Over the past couple of years, we have strengthened our AI-powered recommendation systems to improve content discovery and retention, while also deploying our in-house AI Creator Suite to streamline story development, production workflows, and localisation,” said Prateek Dixit, co-founder - product, tech and AI, Pocket FM.The company has recently strengthened its AI leadership with the appointment of Vasu Sharma as head of AI, whose mandate includes advancing narrative intelligence, long-context reasoning, and scalable localisation capabilities, while ensuring that AI systems remain creator-first and ethically governed, Dixit said.“These investments enable us to accelerate content production, enhance personalisation, optimise cost structures, and scale global IP more efficiently, all while preserving the primacy of human creativity,” Dixit added.For long, Indian media companies focused on content while global players focused on product, data, and technology infrastructure alongside content, said Vijay Subramaniam, founder and group CEO of Collective Artists Network.“Our latest product is a cinema-native production technology platform, that brings together generative systems, LoRA (low rank adaptation)-driven character architecture, controlled shot pipelines, 3D/VFX integration, lip-sync, upscaling, quality control, and delivery into a single production environment,”