India’s expanding over-the-top (OTT) and digital-content industry is facing new legal, financial and insurance risks as artificial intelligence becomes embedded in content production. AI is now being used for storylines, storyboards, visual effects, dubbing, voiceovers, virtual sets, trailers and digital avatars. The article notes that around 92% of content development is now being supported by primary uses of AI, while India’s video-subscription revenue has risen 11% to about ₹92 billion. This growing dependence on synthetic media is increasing exposure to deepfakes, impersonation, defamation, privacy breaches and intellectual-property disputes.
Synthetic media can also create risks within the insurance-claims process, including doctored production images, fake delivery proofs and fabricated or inflated invoices. The article estimates that deepfakes account for around 11% of global fraud, with generative AI enabling the creation of convincing invoices, repair documents and identity records. For OTT platforms, producers and rights owners, potential liabilities include defamation, copyright infringement, privacy violations, consent-related claims and financial losses arising from manipulated content.
Insurers are responding through products such as media liability, cyber insurance and technology errors-and-omissions coverage, while underwriting requirements are becoming more stringent. Insurers may seek forensic evidence establishing the authenticity of disputed content and evidence of actual financial loss before providing coverage. The development points to an emerging insurance requirement for India’s digital-content economy, where AI is simultaneously becoming a production tool and a source of liability, cybercrime, professional indemnity and fraud risk.
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