"we are stepping into the future of storytelling."
Ajay Devgn has launched Prismix, an AI-driven media company focused on generative storytelling technologies.
The move expands Ajay’s business interests beyond his acting career.
He previously founded VFX house NY VFX Waala and formed a strategic partnership with Sweden’s Goodby Kansas Studios.
Both ventures strengthened his ties to entertainment technology.
Prismix aims to use AI to create a variety of content, including short films, series, animated graphic novels, music videos, corporate content, and social media campaigns.
These projects are often expensive or technically demanding, and Prismix seeks to simplify its production using AI tools.
Ajay Devgn will serve as chair of Prismix and has assembled a leadership team with Danish Devgn as co-founder and chief business officer, Vatsal Sheth as co-founder and CEO, and Sahil Nayar as co-founder and chief creative officer.
The team aims to combine creative expertise with technical innovation.
The Bollywood star 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.”
The company has already begun collaborations with mainstream media and education sectors, aiming to demonstrate the practical benefits of AI in creative industries.
Danish Devgn said: “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 emphasised Prismix’s role in advancing AI-driven content production.
He said: “With this company, we aim to redefine entertainment and guide AI in media.
“We specialise in harnessing the power of AI to revolutionise media and entertainment.
“Our commitment lies in creating an ecosystem where storytelling meets efficiency, enabling stunning content production at scale.”
Sahil Nayar stressed the company’s mission to make high-quality content creation accessible, adding:
“Creativity should never be limited by resources or technology.”
“With Prismix, we are breaking barriers, allowing imagination to flourish through AI-powered storytelling.”
Prismix’s founders believe the company can unlock new creative opportunities while reducing costs and technical challenges in media production.
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