Artificial intelligence is rapidly changing the landscape of Bollywood, presenting both exciting opportunities and potential challenges for the Indian film industry. From streamlining production processes to potentially creating AI-generated actors, the integration of AI is sparking debate and raising important questions about the future of filmmaking.

One of the most significant impacts of AI in Bollywood is the potential for cost reduction. AI can automate tedious post-production tasks, create hyper-realistic visual effects, and even generate virtual sets, significantly lowering production costs. This could particularly benefit independent filmmakers and newcomers who lack access to big budgets and established stars. Shekhar Kapur, a well-known filmmaker, believes that AI will empower creators and level the playing field, enabling them to create compelling stories with their own AI-generated characters.

AI is also transforming various aspects of filmmaking, including scriptwriting, music composition, and marketing. AI-powered tools can assist directors in refining plots, generate scripts, and even create realistic video clips. AI algorithms can analyze social media trends, predict audience reactions, and tailor promotions accordingly, leading to more effective movie marketing campaigns.

However, the increasing use of AI in Bollywood also raises concerns about artist consent and the potential displacement of human talent. Deepfake technology, for instance, allows actors to be digitally altered or even replaced, raising questions about the need for their consent and fair compensation. The Hollywood actors' union, SAG-AFTRA, went on strike in 2023 over AI rights, highlighting the importance of establishing clear guidelines and regulations to protect performers.

Amita Madhvani, a producer at Equinox Films, Ram Madhvani Films and Equinox Virtual, recognizes both the potential and the challenges of AI in the industry. She and filmmaker Ram Madhvani are venturing into creating content based on Indian mythology, spirituality, and culture using AI and Virtual Reality. Their first project is a short AI-VR film on the Bhagavad Gita. Amita Madhvani emphasizes that technology should serve emotion and not overshadow it. According to her, their project aims to create space for reflection, connection, and new ways of engaging with cultural heritage.

Some industry experts believe that AI could eventually replace film stars altogether. Shekhar Kapur envisions a future where AI actors dominate cinema, eliminating the need for established stars like Amitabh Bachchan or Shah Rukh Khan. However, others argue that AI cannot fully replace human actors, as it cannot replicate their emotional nuance, charm, and cultural impact. Director Shakun Batra believes that the best future would be when AI complements, but does not override, human creativity.

The debate surrounding AI in Bollywood extends to the alteration of existing films. The re-release of the 2013 hit "Raanjhanaa" with an AI-modified ending sparked outrage from the director and star, who decried the change as a violation of creative rights. This incident highlights the need for clear guidelines and regulations regarding the use of AI to modify or alter existing films.

Despite the concerns, many in Bollywood are embracing AI as a tool to enhance creativity and innovation. Visual effects studios are developing AI-powered software for various tasks, such as aging and re-aging actors. Filmmakers are also exploring the use of AI in virtual production, which can significantly reduce costs and create immersive environments.

Looking ahead, the future of AI in Bollywood will likely depend on how the industry addresses the ethical and legal challenges it presents. Clear guidelines and regulations are needed to protect artist rights, ensure fair compensation, and prevent the misuse of AI technology. At the same time, it is important to embrace the potential of AI to enhance creativity, reduce costs, and make filmmaking more accessible to a wider range of talent. The collaboration between human creativity and machine intelligence will likely define the next golden era of Bollywood.