Larsen & Tourbro-owned tech firm LTM has appointed filmmaker Shekhar Kapur as Strategic Advisor to its BlueVerse Craft business unit, with the collaboration focused on exploring the use of artificial intelligence in creative content and storytelling.

Kapur will work with the BlueVerse Craft leadership team on its approach to AI-enabled creativity, including how emerging technologies can support new forms of expression and help brands create and personalise content at scale, a LTM press release yesterday stated.

“Storytelling has always evolved with technology. From the camera to digital filmmaking, each technological leap has expanded the canvas of human imagination. AI represents perhaps the most profound shift yet,” Kapur said.

Kapur, born 1945 in Lahore (now in Pakistan) in British India, is an award-winning director and actor known for helming films like Cate Blanchett-starrer ‘Elizabeth’ (1998), ‘Elizabeth: The Golden Age’, (2007), ‘Bandit Queen’ (1994), ‘ Massom’ (1983) and ‘Mr. India’ (1987), amongst others.

He added that the opportunity was “not to replace creativity, but to give creators new ways to imagine, experiment and tell stories”.

Dr Sujay Sen, EVP and Chief Creative Officer, LTM, said Kapur’s perspective would support the unit’s work at the intersection of AI and media and entertainment.

“His creative perspective will help advance Craft’s ambition of reimagining how enterprises create, scale and personalize content in the age of AI,” Sen added.

BlueVerse Craft works with enterprises on creative strategy, technology and production, with a focus on AI-powered content capabilities.

The collaboration comes as AI is increasingly being used across the content creation and production process.

Kapur, a BAFTA winner, Academy Award nominee and recipient of the Padma Shri and Padma Bhushan, has worked across cinema and storytelling.