AI is bringing a new twist to the traditional jewellery industry!

The golden brooch that sparkled in the shape of Lord Krishna at the exhibition hall of the Global AI Summit in New Delhi is not just a handicraft craft but also a confluence of technology and tradition. Although the brooch was hand-crafted by Indian artisans, the detailed design was done by AI.

Siddhartha Soni, 23, has been producing AI-designed jewellery through Idea Jewellery, which he co-founded in 2023. “Traditionally, they would take six to seven months to make such jewellery, but they can be done in a week using AI-generated blueprints and 3D-printed moulds, which require a bit more time for hallmarking” he says.

Sony’s startup grew out of a decades-old family business in Hyderabad. His father and grandfather have been active in the jewelry industry for about 30 years. Enthusiastic about the new technology, her father expresses his desire to take it to international markets so that retailers in countries including the USA can sell custom AI-designed Indian jewellery. But seasoned craftsmen are worried that AI will lose its artistic originality. “We’re losing the art form,” Soni said, “but it’s imperative to move forward with the times.”