New Delhi, March 25 -- Actor and filmmaker Ajay Devgn, who announced the launch of Prismix, an artificial intelligence (AI)-driven media company specialising in generative AI storytelling, has set the stage for artificial intelligence to find its way into mainstream Bollywood further. While some studios and makers were already using these technologies for scripting, post-production, and even marketing to target audiences better, industry experts say such moves will only propel more production houses to invest in these technologies to cut costs without truly replacing manpower at this point. In fact, India's first AI-generated feature film, Naisha, will arrive in theatres this May.

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