Indian Media GCCs Pivot to AI and Engineering Hubs, EY Report Finds
Media and entertainment Global Capability Centers (GCCs) in India are evolving from support roles to focus on artificial intelligence, engineering, and content operations, as highlighted by an EY report. This shift includes significant investments in generative AI (83% of GCCs) and agentic AI (58%), impacting platform development, localization, and monetization systems for global media companies. India is becoming a critical hub for global media operations, driving strategic decision-making and addressing talent shortages in high-value AI skills.
Key Takeaways
- 83% of Indian media GCCs are investing in generative AI, with 58% investing in agentic AI.
- GCCs are managing platform engineering, content localization, recommendation engines, and monetization systems for global media companies.
- 52% of GCCs now share accountability for global decisions, and 20% are moving towards full ownership of select functions.
- India's media GCCs employ over 100,000 creative professionals, but face nearly 50% shortages in high-value GenAI and large language model skills.
Why It Matters
The increasing strategic role of Indian GCCs in AI and engineering means global media companies can leverage specialized talent and reduce operational costs. This shift impacts platform development, content workflows, and ad tech, centralizing critical functions in India. For the broader ecosystem, it highlights a deepening reliance on AI-driven solutions and the global distribution of advanced technical capabilities. Watch for how this trend influences talent acquisition strategies and the development of new AI-powered tools unique to these emerging hubs.
Read full article at storyboard18.com
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