Artificial intelligence is transforming the media and entertainment industries, increasing efficiency and creating new revenue streams. According to a recent Ernst & Young (EY) analysis, media organisations can increase revenue by up to 10% while lowering operational expenses by 15% by implementing AI technology.
EY presented the report titled, A Studio Called India: Content and Media Services for the World, at the WAVES Summit 2025 in Mumbai.
AI as a Catalyst for Media Innovation
According to an ANI, EY researchers believe that artificial intelligence will play an increasingly important role in simplifying key sectors of the media value chain. From content development and audience monitoring to targeted distribution and revenue generation, AI is poised to improve operational precision across the board. AI-powered platforms are already providing highly personalised user experiences by selecting content based on regional preferences, user habits, and geographical data.
Media companies are leveraging machine learning and natural language processing (NLP) to streamline workflows and accelerate content delivery, from automated editing tools and generative AI scripting to predictive analytics that forecast content performance.
The report highlights that,
India is one of the world’s leading content creation hubs in the global media and entertainment (M&E) landscape. Several factors have contributed to this transformation, such as the unprecedented expansion of its digital infrastructure and consumption, a vibrant and diverse cultural heritage, a highly cost-efficient production industry, a growing pool of skilled creative and technical talent, enthusiastic adoption of cutting-edge technologies, and proactive support from governmental policies and initiatives.
India’s AI-Driven Ascent in the Global Content Economy
India is quickly developing as a global hotspot for AI-powered transformation in the media and entertainment (M&E) business. According to EY, AI technologies have the potential to raise revenue by up to 10% and reduce operational expenses by up to 15% for enterprises in this field over the medium term.
India is at the forefront of content creation and advanced technology, establishing itself as an essential player in the global AI-powered media ecosystem. Its solid foundation in IT and media production, together with a large talent pool and a quickly evolving AI ecosystem, position it to lead this revolution.
As a result, developments such as VisualDub5 have accelerated global content adaptation with AI-powered dubbing, subtitling, and voice replication. These tools enable studios to issue multi-language releases more quickly and precisely, while maintaining cultural sensitivity and narrative consistency. The report noted that
This diversity enables the creation of regionally rooted yet globally appealing content, while a tech-savvy workforce drives growth across high-demand areas, such as animation, VFX, gaming and post-production. Additionally, India’s cost advantage and English proficiency have solidified its status as a global outsourcing hub for creative services,”
What Media Leaders Should Know
India is becoming a global AI hub, with a growing pool of talent and AI companies specializing in media applications like audio synthesis and content moderation. The EY report urges media leaders to prioritise long-term AI integration over short-term acceptance. This includes retraining personnel, updating outdated systems, and collaborating with technology companies and AI startups.
Furthermore, it urges media organizations to prioritize long-term integration of AI through retraining staff, upgrading systems, and collaboration with technology suppliers. Early adoption of artificial intelligence technologies like generative video and automatic dubbing gives a competitive edge.
Content creators and distributors will gain a competitive advantage by utilising AI tools such as generative video, automatic dubbing, and localised recommendation algorithms. Companies who adapt quickly will benefit from faster time-to-market, lower costs, and increased consumer loyalty.
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