At the India AI Impact Summit, Eros Innovation announced the launch of Eros Universe, an AI-powered creator economy application built on what it terms Large Cultural Models (LCMs). The company described the initiative as the first institutional deployment of culturally trained AI infrastructure originating from India. 

Developed by ErosGenAI, the artificial intelligence arm of the group, the Large Cultural Model framework is designed to go beyond general-purpose large language models by embedding cultural context, narrative structures, emotional nuance, and regional storytelling grammar into AI systems. 

Framework comprises three layers. What are they

The framework comprises three layers: the Large Cultural Model (LCM) for contextual reasoning across character arcs and emotional structures; the Large Cultural Vision Model (LCVM), trained on cinematic framing and performance data; and the Large Cultural Environment Model (LCEM), which models culturally grounded settings and experiential worlds. According to the company, the models have been trained on over 1.5 trillion rights-cleared, culturally curated tokens sourced from five decades of licensed cinematic and musical assets. 

Eros Universe is built on a sovereign, compliance-first infrastructure that incorporates licensed datasets, consent-based character usage, auditability, and governance measures aligned with Indian regulatory frameworks. The platform provides access to more than 12,000 films and 100,000 characters, enabling creators to develop new works within structured, intellectual property-protected environments governed under Indian jurisdiction. 

Eros Universe aims to facilitate structured economic participation

Positioned as a rights-led creator economy platform, the company said Eros Universe aims to facilitate structured economic participation for creators across Tier 2 and Tier 3 cities through AI-assisted storytelling, performance and digital production. It also announced a $5 million (over ₹42 crore) Global Creator Acceleration Program to support AI-native films, series and music projects within the ecosystem. 

Founder Kishore Lulla said the initiative seeks to build an infrastructure layer that protects the cultural and economic value of Indian storytelling. S Krishnan, Secretary at the Ministry of Electronics and Information Technology, said the platform aligns with the IndiaAI Mission’s goal of advancing responsible, home-grown AI rooted in cultural memory and intellectual property. 

With operations spanning multiple global cities, Eros Innovation positioned the launch as a step toward establishing India as a contributor of culturally grounded AI infrastructure to the global creative economy.