Reliance Industries is placing artificial intelligence at the centre of its media and entertainment strategy as it looks to drive the next phase of growth across streaming, television and digital content businesses, PTI reported.In its latest annual report, the Mukesh Ambani-led conglomerate said AI will play a defining role in the future of entertainment and audience engagement.“AI will define the next era of entertainment and, as India’s largest media & entertainment platform, Reliance has the responsibility to lead this transformation — reimagining everything from script to screen and from idea to experience,” the company said.Reliance’s media and entertainment vertical– comprising JioStar, Jio Studios and Network18–reported revenue from operations of Rs 34,917 crore in FY26, nearly doubling from Rs 17,762 crore in the previous year.The company said AI is being integrated into core operations not just for efficiency gains but also to reshape content creation, audience engagement and consumer experience.“AI is not being viewed merely as a driver of business efficiency; rather, it is being embedded into the core of operations to help shape the next era of entertainment and build deeper fan engagement,” Reliance said.The company said AI-led optimisation across content creation and production could improve operational efficiency, while integration of commerce into streaming platforms may open new monetisation opportunities.Reliance outlined a broader strategy focused on strengthening its position in large-screen entertainment, accelerating the shift from traditional television to connected TVs and expanding mobile-focused offerings through interactive formats, voice-enabled features and vertical video content.“Focus remains on strengthening leadership on the large screen, enabling the transition from linear to connected TVs, differentiating the mobile offering through interactivity, voice and vertical video, and enhancing the personalisation engine,” it said.The company also said it is investing in stronger personalisation systems to offer tailored content experiences to users.JioStar, formed after the merger of Reliance’s media business with Walt Disney’s India operations, will continue to focus on sports and entertainment programming across platforms.The company said active efforts are underway to diversify monetisation models beyond traditional advertising and subscription revenue.At the same time, Reliance flagged rising content costs and audience fragmentation as key challenges for the entertainment business, requiring platform-agnostic and multi-format content strategies.According to the annual report, JioStar held a 48 per cent market share in the Hindi general entertainment channel (GEC) pay-TV segment, while its sports network reached over a billion screens through more than 250 days of live sports coverage.Reliance also said its OTT platform scaled to an average of 451 million monthly active users during FY26. PTI