Cost is the biggest factor driving brand interest in AI-led content: Vivek Anchalia

We are well into mid-2025, and advertisers have embraced artificial intelligence for matters beyond social media. Within the last few weeks, I have come across at least three different ad campaigns crafted with the help of AI. According to Adobe's recent study, nearly a quarter (23%) of businesses in India are witnessing measurable results from generative AI, with the highest figure observed in the Asia-Pacific (APAC) region.

The survey indicated that the reason for the same includes greater volume and speed of content ideation and production (73%) and increased productivity and efficiency (67%). Today's marketers aren't just embracing AI; they are racing to keep up with it. A report found that brands (41%) now use AI for video creation, up from 18% in 2024. 

But here's where it gets interesting: even AI itself is learning to collaborate. Anthropic recently launched an AI-written blog where Claude creates content that human experts then refine and elevate. 

As we see brands like Mondelez, Coca-Cola, Nike, and more increasingly investing in AI, there is an increase in agencies offering AI services in a bid to appeal to the brands. 

Amongst this is the content studio, Amazing Indian Stories, which produces AI-based web series, movies and commercials. Vivek Anchalia, Founder & CEO, explains that AI has unlocked creative freedom wherein he doesn't need to search for actors or wait for a production to come together. But Anchalia's approach cuts deeper than efficiency. He sees AI not as a replacement for human creativity but as what he calls a "creative collaborator", which enables stories previously trapped by budget constraints and production delays. He reveals that technology amplifies vision, but the vision itself must remain human.

Yet Anchalia doesn't romanticise this shift. In this interview, he's candid about the challenges of working the ropes at an AI content studio. In our conversation, he unpacks the realities of building an artist-first company in an AI-powered world, sharing wisdom about why brands are truly embracing AI, how the creative process changes and more. 

Edited Excerpts:

Is AI simply a tool at Amazing Indian Stories, or do you treat it more like a creative collaborator? 

AI is definitely a creative collaborator for us. It serves as a brainstorming partner and enables us to tell stories that weren’t possible just a year ago. Now, we can create without waiting for permission. I don’t need to search for actors or wait for a production to come together, though I’m still pitching a couple of live-action films, and I’d always prefer being on set over sitting in front of a computer.

That said, I don’t want to wait years just to tell a story. AI removes those barriers; it lets us move faster. The statistics are staggering when you consider how many scripts are written versus how many actually get made. So many projects are shelved due to budget constraints, and filmmakers often spend years on stories that never see the light of day.

At Amazing Indian Stories, our goal is to put artists first. We operate in a system where storytellers constantly struggle to get their voices heard. This is just the beginning for us, but the vision is to create an artist-first company that enables others to share their stories as well.

AI helps us reduce costs significantly and speeds up the entire workflow. Because of that, we’re able to produce more content without the delays of traditional filmmaking. While this medium is still in its early stages and quite different from directing a feature film, we believe it's only going to get better.

We want to be part of this journey early on, bringing more stories and voices to life, creating characters we love and hope others will too. We’re working on movies, short-format content, web series, and collaborating with multiple filmmakers along the way.

Where do you draw the line between AI’s role and human creative direction in your campaigns? Can AI truly grasp the emotional cues needed to create iconic advertising moments? 

Right now, the creative direction is entirely mine. AI isn’t taking over that role. It’s similar to how, in the past, I’d discuss ideas with my team; it always started with the filmmaker’s vision. Now, even if I’m working alone, I might use ChatGPT to bounce around ideas. Sometimes it offers something interesting, though most of the time the responses are quite generic. Still, it can trigger a thought or lead me in a new direction.

At this stage, AI is a great assistant, but the core direction remains human. And I believe it will stay that way for a long time. Whether it’s an art film or a commercial, there are fundamental creative decisions that require a human touch, questions like: What is this film about? What do we want to say? Who are these characters?

There is a lazy way of using AI, just asking it to write a story, but that’s not our approach. Stories that resonate come from a clear voice, whether it's mine or another creator's. That voice and vision matter deeply. AI can assist in execution and ideation, but the emotional depth and creative intent still have to come from a person.

With AI tools now capable of scripting, editing, and even directing, what role do you see traditional creative agencies playing in the future? 

I think traditional agencies will eventually adopt AI and integrate it into their workflows. But at the same time, I believe a massive creator economy will emerge and grow outside that system. Earlier, the business was concentrated among a handful of major production houses. Now, individual creators and storytellers are building their own platforms and audiences.

If you look at the last few years, platforms like YouTube have shown how individuals like Zakir Khan or Samay Raina can become as influential as small organisations. We’ll see more independent creators, storytellers, and even small production houses sustaining themselves outside traditional ecosystems.

This shift will likely push big studios and agencies to open up to newer voices and filmmakers. Entertainment is becoming increasingly personal and niche, and that’s going to challenge large organisations. Their audience base is so diverse, in terms of region, age, and interests, that creating content for everyone is no longer straightforward.

So, they’ll have to adapt. I’m not sure exactly how their internal processes and metrics will evolve, but change is inevitable.

How has AI influenced production timelines and costs in your studio? Are brands more receptive now to AI-led content because of efficiency or due to the creative possibilities it unlocks? 

Honestly, I think cost is the biggest factor driving brand interest in AI-led content. Creators are more excited about the creative possibilities, while brands are primarily drawn to the efficiency and reduced expenses.

That said, once brands begin to see the storytelling potential, their perspective might shift. Right now, creators are pushing the boundaries creatively, and brands are responding to the practicality, but there’s definitely room to find a balance between the two.

What challenges do you face in educating clients about AI's capabilities and limitations? Do you find brands are either too sceptical or overly optimistic about what AI can achieve?

It’s very challenging right now because the AI workflow is completely different from a traditional film production. AI generates one shot at a time, so you can’t just go back and tweak a small part of a scene like you would in live-action. Recreating a shot can lead to unexpected changes, making the process less predictable.

This workflow is more artist-driven than purpose-driven, which clashes with the precision that advertising typically demands. Clients often expect the same level of control they’re used to, so helping them understand that AI is still evolving, and that it currently operates more like documentary filmmaking, where you work with footage that's close to what you want but not exact, is a big part of the conversation.

That said, greater control is possible through hybrid models, using AI to generate shots and then refining them with CGI, but that comes at a cost. For now, we see hybrid approaches as a practical starting point, with fully AI-led production becoming more viable over time.

Looking ahead, what’s your vision for AI-powered storytelling in India? Do you foresee a time when brands trust AI to independently create campaign narratives end-to-end?

I don’t think brands will ever be fully comfortable giving AI complete autonomy. One misstep, one video that sparks backlash, can seriously harm a brand. So, complete independence for AI seems unlikely. However, I do think the number of gatekeepers will reduce, and the process will become more fluid.

In terms of storytelling, I believe the next two to three years will bring narratives we never imagined possible. Now, anything that can be thought of can be made. A story set in the 1600s about a child fighting dragons, something we would have dismissed a year ago, can actually be produced today.

We’ll also see reinterpretations of classic stories like the Ramayana in multiple versions. While text-based retellings already exist, video adaptations have historically been expensive and complex. AI changes that are democratising visual storytelling even for niche languages and regional audiences. India, despite our linguistic diversity, now has a real opportunity to tell more stories our way.

In the West, especially the U.S., the benchmark has been massive productions like Avatar. For them, AI often means reducing production costs. But for India, it opens entirely new creative possibilities.

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