New delhi, Oct. 3 -- With increasing focus on and need for production of AI-generated content to scale pipelines and speak to younger audiences, many film industry veterans are exploring partnerships with companies specialising in AI or launching their own ventures. Actor Ajay Devgn and filmmakers like Ram Madhvani and Shekhar Kapur are among those involved in new artificial intelligence (AI) companies that aim to scale up production across film and OTT content. These will help them build and scale intellectual properties (IPs) while steering clear of the challenges and unpredictability of the theatrical box office and the cluttered streaming space that is seeing cautious investments. Earlier this year, Devgn launched Prismix, an AI-driven media company specialising in generative AI storytelling. Meanwhile, Kapur has joined AI-powered content company Studio Blo as the chairperson of the Board of AI Ethics & Creative Stewardship. Madhvani, known for films like Neerja, has launched Equinox Virtual, the immersive storytelling division of his company Equinox Films. This division announced a spiritual, mythological, and cultural universe hosted in the world of virtual reality, with its first short film being an AI adaptation of the Bhagavad Gita. "AI is not just a tool but a creative partner that can help filmmakers and brands bring their vision to life in ways never imagined before. Our goal is to revolutionise media by making high-quality, AI-driven content more accessible and scalable," Devgn said in a statement to announce launch of Prismix. The shift in filmmaking and storytelling may require significant investment extending beyond technology, as it includes specialised talent. AI is used in films to reduce travel and visual effects expenses, resulting in a 30-40% cost reduction, according to studio executives and industry experts. Manoj Shroff, executive producer at Equinox Films, said, "It's important to remember that the real cost isn't just the technology itself but the people as well, both the creative talent who shape ideas and the specialists who know how to prompt and guide AI effectively. Today, skilled prompt engineers can command salaries anywhere between Rs.10-20 lakh a year, while rates for top creative leads are significantly higher." He noted the full financial picture is still emerging: "This is just the tip of the iceberg. Over next 6-12 months, we'll have better clarity on bigger expenses like infrastructure, data storage, cloud usage and computational power, all of which could run into crores for large-scale projects." Amita Madhvani, producer and co-owner of Equinox Films and Ram Madhvani Films, pointed out that what established names bring (to new ventures, including those centred around AI) is trust and perspective. "Having worked across different formats and scales of storytelling, we know how to engage audiences and build IP that has lasting value. AI is simply the next tool in that journey. Instead of looking at it as something disruptive or alien, we see it as a collaborator that can expand what we already do well," Madhvani said....