AI use comes of age in Hindi film production

Mumbai: Generative Artificial Intelligence (AI) is making its presence felt in the Hindi film industry as increasing use of such technology tools would help makers not only save time but also costs – both in the pre- and post-production stages of film-making.

ET spoke to producers, directors, writers, editors, and companies that provide AI tools to gauge the penetration of AI in the industry, advantages it offers to makers and how much time and cost makers save after using such tools.

Over the next two to three years, these stakeholders estimate that 40-50% makers in the industry are likely to use AI tools in various stages of a film’s production from 15-20% at present. In the same period, these stakeholders estimate that AI will help save 40% of time required for post-production of a film from 20-25% at present. In terms of costs, in the same period, they estimate that producers may be able to save 25-30% of the cost involved in the making of a film from 15-20% at present.

In the past one and a half years, makers have been increasingly using generative AI tools in the various stages of a film’s production. In the pre-production stage of a film, AI plays a critical role in improving and providing relevant information about storyboarding, graphic look, scripting, poster (stills), casting, set design, costume and reece among others.

Debashis Das, an editor and veteran post production expert, said, “Today, all big production houses in the Hindi film industry are using AI tools in the pre-production stage.”

One of the early stages of film-making where AI’s role begins is pitching concepts and ideas.

Siddharth Roy Kapur, founder, Roy Kapur Films, said, “Currently, I can see AI tools being used by production houses, directors and writers in pitching concepts and ideas. This enables a clearer visual representation of the written word.”