LTM has named filmmaker Shekhar Kapur as strategic advisor to its BlueVerse Craft business unit, the company announced. The collaboration brings a globally recognised storyteller into the fold to help shape how large enterprises use AI to create, adapt and personalise content at scale.
BlueVerse Craft is LTM’s integrated creative capability arm. It brings together strategy, creativity, technology and production so that brands can build AI-powered content engines rather than rely on disconnected tools or one-off production cycles.
A filmmaker’s view on AI and imagination
Kapur, a BAFTA winner, Academy Award nominee and recipient of the Padma Shri and Padma Bhushan, will work with the BlueVerse Craft leadership team on its long-term vision. His role is exploratory and strategic, focused on where emerging technologies can amplify human imagination and open up new forms of brand storytelling.
“AI represents perhaps the most profound shift yet. The opportunity is not to replace creativity, but to give creators new ways to imagine, experiment and tell stories.”
That framing matters for marketers. It positions AI as a creative enabler, not a substitute for the narrative judgement that makes content resonate.
Why this matters for marketing teams
The announcement arrives as brands face growing demand for content across formats, channels and markets. AI is changing the economics, speed and scale of production, enabling enterprises to create and localise more efficiently. But speed without creative direction can lead to generic, off-brand output.
For marketing and content leaders, this is a signal to treat AI creativity as a strategic capability. The strongest setups are likely to combine automation with clear brand guardrails, cultural nuance and experienced creative oversight.
Teams can start with three practical moves:
- Audit the content supply chain: Find repetitive, high-volume tasks where AI can reduce turnaround time without weakening brand voice.
- Build human-in-the-loop workflows: Keep senior creators and editors in review roles so AI-generated content stays on-brand and culturally relevant.
- Run small tests first: Pilot AI in formats such as social cuts, product videos or local-language adaptations before scaling across the organisation.
An enterprise creative experiment to watch
LTM’s move reflects a wider industry trend: bringing advisory talent from film and media into the martech stack to add narrative depth to AI tools. The real test will be whether BlueVerse Craft can translate Kapur’s storytelling perspective into repeatable processes that work across sectors and geographies.
Dr. Sujay Sen, EVP and Chief Creative Officer at LTM, said the partnership reflects a shared belief in the opportunities emerging where AI meets media and entertainment. He added that Kapur’s creative perspective will support Craft’s ambition to reimagine how enterprises create, scale and personalise content in the age of AI.
Source: MediaNews4U
