The debate over artificial intelligence in Indian cinema is growing, with movie fans closely examining trailers, posters and promotional videos for signs of AI-generated visuals. Films such as Ramayana, Jailer 2 and Dada have faced online criticism over their promotional material, prompting questions about the role of technology in modern filmmaking.
Now, National Award-winning visual effects (VFX) expert CB Arun Kumar has offered a different perspective. In an interview with Hindustan Times, the dean of communication, film and gaming at Pearl Academy said that audiences are increasingly confusing computer-generated imagery (CGI), VFX compositing and generative artificial intelligence.
According to Kumar, an unusual-looking visual does not automatically prove that AI was used. He also believes that filmmakers need to be more transparent about their creative processes to build trust with audiences.
The discussion highlights a wider challenge for the Indian film industry: how to use new technology creatively while meeting growing expectations for realistic and convincing visuals.
Why Are Ramayana, Jailer 2 and Dada Facing AI-Related Criticism?
Promotional material plays an important role in generating excitement before a film’s release. Trailers, posters, teaser videos and social media clips help filmmakers introduce characters, showcase visual effects and attract audiences.
However, viewers now examine these materials closely, often sharing screenshots and comparing individual frames online. When a character looks unnatural, a background appears artificial or an action sequence seems unrealistic, some viewers quickly question whether generative AI was involved.
The promotional material associated with Ramayana, Jailer 2 and Dada has become part of this broader discussion.
Kumar’s argument is that criticism based on appearance alone can be misleading. A visual may look artificial because of conventional CGI, compositing, lighting, rendering or other production choices. It does not necessarily mean that generative AI created it.
Importantly, online allegations about AI use should not be treated as confirmed production facts unless the filmmakers or other reliable evidence establish how the material was made.
What Is the Difference Between CGI, VFX and AI?
Understanding the difference between these technologies is essential to following the debate.
1. CGI: Computer-Generated Imagery
CGI refers to images or visual elements created using computer graphics. Filmmakers use it to build environments, creatures, buildings, vehicles and other elements that may be difficult, expensive or impossible to capture practically.
For example, a fantasy film might use CGI to create a vast ancient city or a mythical creature. Artists can carefully model objects, adjust their appearance and control how they move within a scene.
CGI does not automatically mean AI has been used. Traditional CGI workflows rely on digital modelling, animation, lighting, rendering and other computer-graphics techniques.
2. VFX: Visual Effects
Visual effects is a broader filmmaking process that combines practical footage with digital elements to create the final image.
VFX may involve removing unwanted objects, adding digital environments, combining multiple shots, enhancing explosions or placing actors in computer-generated locations.
A scene can include live-action photography, practical effects and CGI, all combined during post-production.
VFX artists must ensure that lighting, colour, perspective and movement work together so that the final scene feels consistent. Poor execution can make a shot look artificial even when generative AI has not been used.
3. Generative AI
Generative AI uses trained models to create or transform content, including images, video, audio and text, based on prompts or other inputs.
In filmmaking, AI tools can support concept art, visual experimentation, background generation, image enhancement and other tasks. Their use depends on the tool, production requirements and the creative decisions made by the filmmakers.
AI-generated material may also require editing, compositing and other post-production work before it can be used in a finished project.
Therefore, CGI, VFX and AI are not interchangeable terms. They can be used separately or together, depending on the production workflow.
Why Does Arun Kumar Say Audiences Are Confusing CGI With AI?
Kumar believes that widespread access to digital content has changed how people watch and judge films.
In earlier decades, audiences had fewer opportunities to examine individual frames or discuss technical filmmaking choices publicly. Today, trailers can be paused, enlarged, compared and circulated across social media within minutes.
Viewers can also create their own edits, compare images and share technical opinions with large online communities. This has made film criticism more accessible, but it can also encourage conclusions based on limited visual evidence.
Kumar argues that the label “AI-generated” is sometimes used for anything viewers dislike visually. That approach can unfairly dismiss the work of traditional VFX artists as well as filmmakers experimenting with new technologies.
His central point is that a visual should be evaluated on its actual production process and creative execution, rather than on assumptions based only on its appearance.
Why Are Promotional Videos Different From Final Movie Scenes?
One important point in Kumar’s interview is that promotional material does not always represent the exact visual content of the finished film.
Marketing teams work to create attention-grabbing trailers, posters and short videos. They may use separate assets, enhanced imagery or experimental visuals to communicate the film’s scale, characters and atmosphere.
A promotional clip may therefore contain material that differs from the final theatrical version.
This does not mean every criticised visual is temporary or AI-generated. Rather, viewers should avoid assuming that a trailer or poster necessarily reveals the final production workflow.
For major releases, filmmakers can help manage expectations by explaining which visuals are final, which are promotional concepts and how digital effects were developed.
How AI Is Changing the Film Industry
Artificial intelligence is becoming part of discussions about the future of filmmaking because it can support several stages of production.
Potential applications include:
- Pre-production: Exploring concepts, environments, storyboards and visual styles.
- Post-production: Assisting with selected enhancement, cleanup and image-processing tasks.
- Visual experimentation: Helping creative teams test different approaches before committing to a final design.
- Marketing: Producing or adapting promotional assets for different platforms and audiences.
- Production planning: Supporting certain repetitive tasks and helping teams organise creative workflows.
These applications vary by tool and production. AI does not eliminate the need for artistic judgment, technical supervision or quality control.
The final result still depends on the people making creative decisions, the quality of the tools and the time and resources available to the production.
At the same time, filmmakers must consider copyright, consent, transparency and the potential impact on creative professionals when adopting new technologies.
Why Transparency Matters for Filmmakers
As audiences become more aware of AI tools, filmmakers may face greater pressure to explain how digital visuals are produced.
Transparency does not necessarily require revealing every technical detail. It can involve sharing behind-the-scenes footage, explaining the role of VFX teams or clarifying when generative AI was used in promotional material.
Such information can help audiences understand the work involved in creating complex scenes. It can also distinguish deliberate creative choices from production mistakes.
Kumar’s comments suggest that showing more of the creative process could help rebuild trust between filmmakers and viewers.
For VFX professionals, clearer communication may also help audiences recognise the difference between conventional digital effects and AI-assisted production.
Can AI Replace Traditional VFX Artists?
AI tools may automate or accelerate certain tasks, but it would be misleading to conclude that they can replace all traditional VFX work.
Complex film sequences require a combination of artistic direction, modelling, animation, compositing, lighting, simulation and technical problem-solving. Some projects may benefit from AI-assisted workflows, while others require detailed manual control.
The most suitable approach depends on the project’s visual goals, budget, schedule and technical requirements.
AI may change how artists work and which skills are most valuable, but convincing cinematic visuals still require creative decisions and careful execution.
The industry will likely continue exploring ways to combine traditional techniques with emerging tools while addressing concerns about jobs, ownership and artistic control.
What Does This Debate Mean for the Future of Indian Cinema?
The discussion around Ramayana, Jailer 2 and Dada reflects a changing relationship between filmmakers and their audiences.
Indian cinema is investing in increasingly ambitious visual storytelling, including mythology, fantasy, action and large-scale fictional worlds. These projects can involve complex digital environments and effects that audiences naturally want to examine closely.
However, technical ambition alone does not guarantee that a visual will feel convincing. Lighting, composition, movement, character design and integration with live-action footage all contribute to the final result.
Filmmakers also need to understand that audiences are more informed and more vocal about digital production than ever before.
As AI becomes more common, explaining how visual effects are made may become an important part of promoting films and building audience confidence.
Conclusion
CB Arun Kumar’s comments have brought attention to an important distinction in modern filmmaking: CGI, VFX compositing and generative AI are related to digital production, but they are not the same thing.
The criticism surrounding promotional material for Ramayana, Jailer 2 and Dada shows how quickly audiences can question the use of AI when visuals appear unnatural. Yet appearance alone is not enough to establish which technology was used.
As the film industry continues to experiment with new tools, filmmakers can help audiences make informed judgments by providing clearer information about their creative processes.
Ultimately, technology is only one part of filmmaking. Strong storytelling, thoughtful art direction and well-executed visuals remain essential to creating a convincing cinematic experience.
Frequently Asked Questions (FAQs)
1. What did VFX expert Arun Kumar say about AI in films?
CB Arun Kumar said that audiences are increasingly confusing CGI, VFX compositing and generative AI. He argued that an unusual-looking visual does not automatically prove that AI was used.
2. Why are Ramayana, Jailer 2 and Dada facing criticism over visuals?
Their promotional material has attracted online criticism and allegations about possible AI use. Such claims should not be treated as confirmed facts without reliable evidence about the production process.
3. What is the difference between CGI and AI?
CGI uses computer graphics to create digital images and elements. Generative AI uses trained models to generate or transform content. They are different technologies, although a production may use both.
4. Is VFX the same as CGI?
No. VFX is a broader process that can combine live-action footage, CGI, compositing and other techniques to create the final image. CGI is one method that can be used within a VFX workflow.
5. Can AI-generated visuals be used in movies?
Yes. Depending on the production, AI tools can assist with concept development, image generation, enhancement and other tasks. Their use varies between films and does not mean every digital visual is AI-generated.
6. Why is transparency about AI important in cinema?
Clearer communication can help audiences understand how promotional images and film scenes were created. It can also reduce unsupported assumptions and help viewers appreciate the contributions of creative and technical teams.
7. Can AI replace VFX artists?
AI can assist with certain tasks, but complex visual effects still require artistic judgment, technical expertise and quality control. The extent of AI’s role depends on the project and the tools being used.
8. What is the main takeaway from Arun Kumar’s comments?
His main point is that audiences should not automatically label an unnatural-looking image as AI-generated. Understanding the difference between CGI, VFX and generative AI can lead to more informed film criticism.
