New Delhi, March 25 -- Indian media and entertainment companies are ramping up investments in artificial intelligence and product engineering, appointing dedicated AI leaders and building proprietary tools to narrow a long-standing technology gap with global rivals.

The push reflects a broader shift in an industry that has historically prioritised content over product and technology infrastructure.

A Ficci-EY report shows AI adoption is gaining ground in India's media sector, particularly in content creation and processing, with 60% of surveyed companies already using it. Even so, spending remains measured: 46% allocate less than 5% of their IT budgets to AI.

Firms such as JioStar and Pocket FM have recently expanded their AI capabilit...