In this episode of Industry Spotlight by Creative First, Rohit Pandharkar, Partner, Technology Consulting at EY India  , spoke with Lohita Sujith, Sr. Director, Copyright & Digital Economy, Motion Picture Association to discuss how AI and technology are transforming the media and entertainment industry.

Drawing from his experience across finance, telecom, and e-commerce, Rohit highlighted the rapid pace of AI-driven changes, from simplifying VFX and image processing to enabling creators with minimal technical skills to produce high-quality content at lower costs.

He explored how AI can revolutionize storytelling, including de-blurring scenes, recreating camera angles, and generating synthetic media, while also emphasizing the need for ethical safeguards like watermarks, detection tools, and protecting actors’ rights. Rohit noted that awareness among producers, performers, and audiences is crucial to mitigate misuse of deepfakes and synthetic content.

Focusing on India’s multilingual landscape, he explained that AI-powered dubbing and subtitling can break regional language barriers, expand audiences, and allow content quality to determine success rather than market limitations. AI-driven analytics can help creators identify what resonates locally and globally, supporting the Prime Minister’s vision of India as a content hub.

Rohit highlighted the thrilling potential of immersive and interactive experiences, where audiences can influence storylines, and creators can produce content at unprecedented scale.He acknowledged that the abundance of tools available today offers tremendous empowerment for both creators and consumers, but such power requires careful consideration, ethical application, and thoughtful curation to ensure AI’s full potential is realized in the creative realm.