Artificial Intelligence continues to transform industries across the globe, and the media and entertainment business is no exception. From advertising and digital marketing to filmmaking and long-format storytelling, AI has rapidly become one of the most discussed developments in the creative ecosystem. Sharing his perspective on this evolving shift, Vikram Malhotra, Founder and CEO of Abundantia Entertainment, spoke about the growing impact of AI during an exclusive interaction with Bollywood Hungama.

EXCLUSIVE: Vikram Malhotra believes India is more open to AI adoption than the West; says the new-age technology will become “as accessible as electricity”

Talking about India’s position in the global AI landscape, Vikram noted that the country appears more optimistic and receptive toward AI adoption compared to several western nations. According to him, Indian audiences and professionals are showing greater excitement about integrating AI into daily life rather than fearing its impact.

“At a generic level, I think India is building up to mark its own place in the world of AI,” Vikram said. He further added, “The level of excitement of AI coming into everyday life is significantly higher for the average Indian than it is for the average American or an average citizen of the western world.”

He also pointed out that concerns surrounding AI replacing jobs and disrupting lives are comparatively lower in India. “The fear of AI overtaking jobs and lives is much lower in India than it is in the western world,” he explained, adding that the technology is already becoming part of everyday life “in a largely constructive way.”

Speaking specifically about the entertainment industry, Vikram highlighted how advertising has already embraced AI-led creation and production in a major way. He believes the film and streaming space is now beginning to move beyond the novelty phase and explore AI’s practical potential in storytelling and content creation.

“On the film side, on the series side, which is a little more premium side of the media and entertainment industry where content creation is concerned, I think the awareness about leveraging AI beyond just novelty value is now coming and sinking in a big way very quickly,” he shared.

At the same time, Vikram stressed that AI should not only be viewed as a tool to reduce costs and production timelines. According to him, its true power lies in expanding creative possibilities and enabling storytellers to imagine narratives that were previously difficult to execute.

“The challenge is you have to realise that this is not about some percentage reduction in cost and a few months reduction in timelines alone,” he said. “How are we using this revolutionary technology to unlock imagination to the next level? What are those genres and stories that we’ve never been able to even think of earlier that we can do now because access and ability to leverage technology has become easy?”

Drawing a larger comparison, Vikram described AI as something that could become as universally accessible as electricity. “I look at AI as the equivalent of electricity. Accessibility, democratisation, low usage price will ensure it’s everywhere,” he stated.

However, he also clarified that technology alone cannot replace creative talent and storytelling instincts. Comparing AI tools to smartphone cameras, he explained that while everyone may have access to the same technology, only a few possess the artistic skill to truly stand out.

“Every smartphone has a very good camera. Everyone has the ability to click a picture. Does that clicking of a picture using a smartphone make everyone a professional photographer? No,” he said.

Vikram concluded by emphasizing that the future of entertainment will belong to creators who learn how to intelligently adapt to AI-driven workflows while preserving originality and storytelling depth. “Be prepared for AI to become fully available and accessible to everyone. It’s here to stay. It’s here to change the game. The ones that will win will be the ones that have the ability to leverage it,” he concluded.

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