Prime Focus is taking India to the forefront of generative AI innovation with its latest strategic move. Brahma, an AI and content tech arm of Prime Focus’s DNEG Group, has acquired AI firm Metaphysic in a deal that values Brahma at $1.43 billion. This marks a major shift in AI-powered content creation, bridging the gap between Hollywood-style visual effects and scalable AI-driven production tools.
Metaphysic, known for its hyper-realistic AI-driven content, has made its mark in Hollywood and live entertainment. The merger will bolster Brahma’s suite of AI-native products for video, image, and audio creation, offering enterprises and content creators high-quality production tools at scale.
To further fuel this expansion, Abu Dhabi’s United Al Saqer Group (UASG) has committed an additional $25 million investment into Brahma, following its $200 million funding into DNEG in 2024. Existing Metaphysic investors, including Liberty Global, S32, Rakuten Capital, TO Ventures, and 8VC, will now be shareholders in Brahma.
The acquisition is a step towards positioning India as a global leader in AI-driven content creation. Under Namit Malhotra’s leadership, Prime Focus and DNEG have already secured seven Academy Awards for visual effects. Now, with Metaphysic’s AI capabilities combined with DNEG’s proprietary tools, Brahma aims to redefine storytelling across industries.
“Brahma is set to transform content creation. We are merging award-winning VFX tools from DNEG and Ziva with Metaphysic’s AI breakthroughs. From Hollywood to homegrown productions like Ramayana, the possibilities are endless,” said Malhotra.
Brahma’s expanded team of over 800 engineers and creative technologists will integrate AI-powered tools like Ziva’s digital human simulations and CLEARⓇ, an AI-driven content management platform. The AI suite will cater to media, entertainment, retail, healthcare, and education sectors, offering businesses a cost-effective way to generate ultra-realistic digital content.
“With Brahma, we are bringing generative AI to enterprises and creators beyond high-budget film production. Our tools will enable high-quality content at speed and scale,” said Brahma’s Executive Chairman, Prabhu Narasimhan.
With AI-driven content becoming mainstream, Brahma’s acquisition of Metaphysic could signal a major shift in the industry. By integrating generative AI with traditional filmmaking and digital production, Prime Focus is shaping the future of storytelling—where creativity meets cutting-edge technology.
