During the India AI Impact Summit, Eros Innovation unveiled Eros Universe, an app aimed at the creator economy that utilises AI, which it describes as the first official application of culturally trained AI systems developed in India.
Created by Eros GenAI, the company's AI-focused division, the Large Cultural Model framework aims to enhance traditional LLMs by integrating cultural context, narrative dynamics, emotional depth, and regional storytelling styles into AI systems.
This framework includes the Large Cultural Model (LCM) for contextual reasoning related to character development and emotional arcs; the Large Cultural Vision Model (LCVM), trained on data on cinematic framing and performances; and the Large Cultural Environment Model (LCEM), which simulates culturally relevant settings and experiential environments.
These models have been educated using over 1.5 trillion rights-cleared, culturally curated units drawn from 50 years of licensed cinematic and musical content, the announcement stated.
Kishore Lulla, Founder of Eros Innovation, stated that the company is establishing an infrastructure layer that allows creators to engage directly in the digital economy while safeguarding the cultural and economic value of Indian narratives.
S Krishnan, Secretary of the Ministry of Electronics and Information Technology (MeitY), added that initiatives like the Eros LCM and the Eros Universe platform align with the IndiaAI Mission's goal of making India a prominent global player in responsible, locally developed AI rooted in cultural history and intellectual property.
According to the company, the Eros Universe ecosystem is built on a compliance-oriented, sovereign infrastructure that includes licensed training datasets, consent-based character utilisation, and auditability and governance controls aligned with Indian legal standards. It provides access to over 12,000 films and one lakh characters, enabling creators to produce new works within structured, IP-protected frameworks that comply with Indian law.
As a rights-first creator economy platform, Eros Universe seeks to facilitate organised economic involvement for creators in Tier-2 and Tier-3 regions of India through AI-supported storytelling, performance, and digital production.
The company has also launched a $5 million Global Creator Acceleration Program to support AI-driven film, series, and music initiatives across the ecosystem.
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