Eros International is releasing an AI-modified version of its 2013 film _Raanjhanaa_ featuring a new ending intended for Tamil audiences, without the consent of the original director, Aanand L. Rai. Scheduled for release on August 1, this modification has sparked significant debate about artistic integrity and the ethical use of AI in filmmaking. Rai vehemently opposes the change, arguing it undermines the principles of creative intent and artistic consent. Eros’s CEO clarified that the AI changes aimed to align with cultural sensitivities and emphasized that the original film will still be available. Critics are skeptical, viewing the project as a publicity stunt rather than a genuine innovation in filmmaking. The controversy highlights broader concerns regarding AI's role in the arts, with calls for legal protections against manipulative uses of technology without creator approval. Rai called the practice a threat to the essence of artistic expression, warning of a future where technology could overshadow human creativity and intent.

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