Television producer Ektaa Kapoor has found herself at the center of controversy after viewers criticised the excessive use of artificial intelligence (AI) in her popular supernatural series Naagin 7. The show, known for its dramatic storytelling and visual spectacle, has triggered mixed reactions this season, with many fans expressing disappointment over the visual quality of AI-generated scenes.
Audience members took to social media to point out that sequences involving high-concept elements like dragons and action-heavy visuals appeared “unnatural” and “unconvincing.” Some even claimed that the overuse of AI diminished the show’s original charm, which had previously relied on more traditional visual effects.
Ektaa Kapoor Breaks Silence
Responding to the criticism, Kapoor addressed the issue through an Instagram video, acknowledging the backlash in a light-hearted manner. She admitted, “I’m getting a lot of hate for my AI episodes,” while humorously pointing towards her team before taking responsibility for the creative decision.
In a candid and self-aware moment, she remarked that her ambition to showcase grand visuals like dragons and planes despite limited budgets led to the reliance on AI. “I want dragons, planes… with no budget,” she quipped, underlining the constraints faced in television production.
Fans Divided Over Creative Choices
While criticism has been vocal, the response is not entirely negative. A section of the audience continues to appreciate the show’s scale and ambition, along with performances by actors like Priyanka Chahar Choudhary. However, even supporters have noted that the integration of AI needs refinement to match audience expectations.
Critics argue that AI, when overused without seamless execution, can break immersion, especially in a genre that relies heavily on fantasy realism. Many viewers suggested that traditional VFX might have delivered a more polished result.
The Bigger Industry Conversation
The controversy around Naagin 7 highlights a broader shift in the entertainment industry, where AI is increasingly being used to cut costs and enhance production scale. Kapoor’s experiment reflects both the possibilities and pitfalls of this transition.
Her response also opens up a crucial conversation about balancing creativity, budget constraints, and technological innovation in Indian television. As AI continues to evolve, creators may need to find a middle ground that preserves storytelling quality while leveraging new tools.
What Lies Ahead
Despite the backlash, Naagin 7 remains one of Indian television’s most talked-about shows, continuing the legacy of a long-running franchise. Kapoor’s candid admission and humorous take on the criticism suggest that the makers are aware of audience concerns.
Whether this leads to a change in visual strategy or further experimentation with AI remains to be seen, but one thing is certain: the debate has brought the spotlight firmly back on how technology is reshaping storytelling on the small screen.
By – Sonali