The Government of Andhra Pradesh is exploring the use of artificial intelligence to transform cultural tourism through a potential collaboration with technology company Eros Innovation. The initiative aims to develop immersive digital experiences that showcase the state’s temples, heritage sites, and cultural narratives using advanced AI technologies.
The discussions took place during a meeting between Andhra Pradesh Tourism Minister Kandula Durgesh and senior representatives from Eros Innovation, including Vikram Tanna, CEO of Eros Universe and Eros Now; Piyush Bhatia, Group Chief Marketing Officer at Eros Innovation; and Dr. Shilpa Desai, CEO of Eros Wellness R&D. Officials from the Andhra Pradesh Tourism Authority were also present during the meeting.
At the heart of the proposal is the development of what the companies describe as a “Cultural AI ecosystem.” The system would be powered by Eros Innovation’s Large Cultural Models (LCMs), a new category of artificial intelligence designed to understand and interpret cultural elements such as languages, mythology, traditions and storytelling formats.
Eros Innovation also shared the development on LinkedIn, highlighting the potential of AI-driven storytelling to bring India’s cultural heritage closer to global audiences through immersive digital experiences.
The discussions reflect Andhra Pradesh’s wider ambition to position itself as a hub for technology-driven tourism innovation. The state has increasingly been exploring digital platforms, immersive technologies and AI to attract global travellers and enhance the cultural tourism experience.
