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Artificial Intelligence has firmly moved from being a futuristic idea to a transformative force in the present, and Annapurna Studios—under the leadership of superstar Nagarjuna—is at the forefront of this evolution. According to the studio’s Chief Technology Officer, CV Rao, AI has been actively integrated into multiple segments of the company, driving innovation and efficiency across operations.

Speaking at the ongoing WAVES 2025 Summit, Rao outlined the studio’s expansive capabilities, which include virtual production, traditional filmmaking, and full-spectrum post-production services. He noted that AI tools are already playing a critical role in enhancing workflows across these domains. With a robust portfolio of over 60 feature films produced under Annapurna Pictures, the studio is setting a benchmark in tech-driven storytelling.

"I personally believe that AI is like a plug-in. If you want to do something, it can get it done quickly. Can you get a final output? Maybe five-10 percent of the time, when you can't figure out if it is generated or AI or not," Rao said.

Citing an example of a recent work, Rao added, "Just last month, we released a teaser, and we had initially thought to shoot all the shots in live locations, but we were unable to take a few shots on the ground. So, we ended up creating three shots with AI and released the teaser. Nobody was able to point out whether it was shot on location or made with AI!"

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He went on to say that Annapurna Studios has already effectively incorporated AI tools into every service area, from virtual production and sound mixing to visual effects and colour grading. He highlighted how AI can help with initial decision-making but still needs human skill to realise a creative vision by saying, "It will give you an idea of what is required, and from there, you need to push and deliver the final product."

He clarified that Annapurna Studios has already effectively incorporated AI tools into every service area, from virtual production and sound mixing to visual effects and colour grading. He emphasised how AI can help with initial decision-making but still needs human skill to realise a creative vision by saying, "It will give you an idea of what is required, and from there, you need to push and deliver the final product."

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