Artificial intelligence (AI) is driving a step-change in content production, with costs falling by up to 60-70% and timelines shrinking, according to Vijay Subramaniam, Group CEO and Founder of Collective Artists Network.
In an interaction with CNBC-TV18, Subramaniam said AI is not just improving efficiencies but fundamentally reshaping how large-scale content, especially in mythology and fantasy genres, is produced.
“Something that would traditionally take weeks across design, pre-visualisation, and VFX can now be done in a matter of days with a smaller, more integrated team,” he said.
The company is leveraging AI to build large-format projects such as Mahabharata, Hanuman, Krishna, and Karna, majorly reducing reliance on physical production and heavy post-production.
While traditional filmmaking involves substantial upfront investments in sets, VFX, and infrastructure, AI-led pipelines are enabling a reallocation of capital toward technology, systems, and iterative creative development.
“It’s not about making cheaper films, but achieving similar or greater scale with a more optimized cost structure,” he added.
Collective Artists Network, which Subramaniam claims is among India’s largest creator ecosystems, is also ramping up its AI-driven content output. The company says it is producing AI-led content at an unprecedented pace in the region.
Despite concerns around automation, Subramaniam dismissed fears of AI replacing human roles. “It’s a false narrative. AI empowers creators rather than replacing them. Directors, writers, and designers remain central to the process,” he said.
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The company has also transformed a deep-tech acquisition into a full-fledged AI studio, named Galleri5, and is seeing strong traction in integrated brand deals, with deal sizes increasing as brands move beyond one-off campaigns to full-stack partnerships.
Backed by investors, including Nikhil Kamath and Nepean Capital, the company said it is profitable and well-capitalised, with no immediate fundraising plans.
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Looking ahead, Collective is expanding its global footprint, with an existing presence in West Asia and plans to grow further in Southeast Asia.
The company is also evaluating a potential public listing, with more clarity expected over the next year.
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