Kuku used AI to crack micro dramas. It is now coming for Bollywood

"We have 353 billion data points on user behaviour. Why wouldn't I use them to make a better story and get into newer businesses within content?"That's Kunj Sanghvi, the vice president and head of content at Kuku, explaining their next big bet on theatrical films. Kuku has seen 10 million paid subscribers and 350 million downloads so far. This is precious data of “micro segments”, people’s consumption behaviour, preferences, sentiments and indulgences. Kuku says this is the bedrock of what they do: “turning creativity into a science”. AI has been the central to how they achieved this with audio and microdramas. It is also key to what they did with their first full-length feature film, which is ready for release on May 8. In this episode of Zero Shot, Kunj walks us through how Kuku uses AI in production. It starts off with their “proprietary content genome” that ingests millions of data points, scores incoming story pitches, flags weak cliffhangers, predicts which micro-segment an idea will resonate with, and tells you what to fix before a single frame is shot. And come production, AI is helping create scale, making possible complex shots that would require budgets, extras, and massive resources. The result? A film called Indian Institute of Zombies, made at a fraction of regular film budgets. "The audience going to cinemas wants spectacle," says Kunj. "AI lets you cheat that. You can show scale without it feeling like a low-cost production."Tune in.____This episode was produced by Vidhatri Rao and edited by Rajiv CN.____Zeus, the mascot of Zero Shot, was generated using AI. Everything else is made by humans, just like all articles, columns, newsletters, and other podcasts created by The Ken. Write to us at [email protected]. We are all ears!____Recommended Reading: ‘Indian Institute of Zombies’ Marks Kuku’s Big-Screen Debut With Campus Horror ComedyMS Dhoni Invests in AI-driven Storytelling Platform Kuku