How AI-driven synthetic media is forcing Indian OTT to rethink Insurance as risks rise
By Sumant Salian, Divisional Director (Business Head) -Media and Entertainment, Alliance Insurance Brokers
Artificial intelligence has made its way into India’s booming OTT ecosystem, enabling activities ranging from the generation of storylines and visual effects to dubbing, trailers, and recommendation systems. However, as the media and entertainment industry increasingly relies on AI technology, it becomes vulnerable to legal and financial risks associated with synthetic media- content generated and edited by AI, making it look realistic.
The implementation of Generative AI has rapidly shifted from being used in experimental purposes to becoming a part of everyday use in Indian media and entertainment. Today, in many cases, around 92% content development is done by primary uses of AI technology. In the OTT space, the revenue from video subscriptions in India has increased by 11% to around INR 92 billion. AI is currently being used to script, create story boards, make virtual sets,...
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