After roaring onto the big screen in Singham Again, Ajay Devgn is now gearing up to reshape the future of Indian cinema – not with his signature action stunts, but with artificial intelligence.
The Bollywood superstar has announced the launch of Prismix, an AI-powered media company specialising in generative AI storytelling a first-of-its-kind venture that promises to transform how content is created, consumed, and scaled.
With this bold move, Devgn aims to bridge creativity and technology, empowering filmmakers, brands, and creators to craft high-quality, visually compelling narratives at a scale never seen before.
Ajay Devgn will serve as Chairman of Prismix, leading a powerhouse leadership team that includes his nephew Danish Devgn as Co-Founder & Chief Business Officer, actor Vatsal Sheth as Co-Founder & Chief Executive Officer, and Sahil Nayar as Co-Founder & Chief Creative Officer.
Speaking about the venture, Devgn said,
“With Prismix, we are stepping into the future of storytelling. AI is not just a tool but a creative partner that can help filmmakers and brands bring their vision to life in ways never imagined before. Our goal is to revolutionise media by making high-quality, AI-driven content more accessible and scalable.”
Prismix is set to offer AI-powered solutions across short films, web series, animated graphic novels, music videos, corporate content, and social media campaigns, pushing the boundaries of what’s possible in the digital storytelling landscape.
While the announcement has been met with excitement, social media reactions have been nothing short of hilarious.
One user on X (formerly Twitter) quipped,
“Tarzan: The Wonder Car’s real-life sequel is finally happening, but this time, AI will be driving!”
Another wrote,
“Now AI will write stories too? Fine, let AI buy tickets and watch the movie then.”
A third chimed in,
“Ajay Devgn’s next movie must collect 2000 crores at the box office… otherwise, what’s the point of all this tech?”
Meanwhile, Danish Devgn, who serves as Chief Business Officer, highlighted the venture’s ambition, stating,
“Prismix is about bridging the gap between technology and creativity. AI offers endless possibilities, and we are here to harness its full potential to empower creators, brands, and storytellers.”
Vatsal Sheth echoed the sentiment, adding,
“Our mission is to redefine entertainment by merging storytelling with efficiency, enabling stunning content production at scale.”
With AI steadily making its way into the entertainment industry from VFX to scriptwriting Prismix could mark a new era for Indian cinema. Whether the audience will embrace AI-powered stories with open arms or prefer the human touch remains to be seen.