John Abraham's AI teaser for new film draws internet backlash
Synopsis
John Abraham's AI-generated teaser for an unnamed project has backfired — instead of building intrigue, the low-quality clip drew mockery online, with users calling it 'poor AI' and questioning Bollywood's rush to adopt generative tools in marketing. The backlash arrives just as Abraham is also gearing up for Force 3 alongside Harshvardhan Rane.
Key Takeaways
John Abraham shared an AI-generated video on Instagram on 25 June as the first look of an untitled upcoming project .
The clip shows Abraham as a medieval sailor ; no title, cast, or release date was revealed.
Multiple social media users criticised the video's quality, calling it 'poor AI' and accusing Bollywood of using AI to cut corners.
Force 3 , his confirmed next release, is directed by Bhav Dhulia and produced by JA Entertainment and Karolina Corporation .
Harshvardhan Rane joins the Force franchise; Abraham reprises his role as ACP Yashvardhan Singh .
Bollywood actor John Abraham on Thursday, 25 June shared an AI-generated video on Instagram offering the first glimpse of his yet-to-be-titled upcoming project — and the internet's reaction was swift and largely unforgiving.
What the Video Shows
The clip depicts Abraham in the character of a medieval sailor navigating violent, churning waves. The actor accompanied the post with the caption: 'New Waters. New Winds. New Horizons. Setting sail into the unknown. Stay tuned.' No title, release date, or production details were disclosed alongside the teaser.
Internet Reaction: 'Poor AI'
Social media users were quick to criticise the quality of the AI-generated imagery. One commenter wrote, 'Such poor AI.' Another noted, 'Bollywood ko naya tarika mila gya movies khrab krne ka, AI' — roughly translating to 'Bollywood has found a new way to ruin movies: AI.' A third user added, 'At least make it better if you're using AI.' The backlash reflects a growing unease among Hindi film audiences about the use of artificial intelligence in promotional content, particularly when the output is perceived as low-effort. This is not the first time a Bollywood production's AI-assisted marketing has drawn criticism; the trend has accelerated since late 2023 as studios experiment with generative tools to cut teaser costs.
What the Actor Said About Force 3
Separately, Abraham has spoken about his confirmed upcoming release, Force 3, the third instalment in the action-thriller franchise he has been associated with since its inception. In a statement, the actor said: 'Force has always been a franchise I've believed in deeply. What makes it special for me is that it has a certain grit and a strong identity that audiences have connected with over the years. With Force 3, we're taking that legacy forward in a big way. I'm also really excited to introduce Harsh as an action hero. He has the presence, the energy and the hunger for it, and I think audiences are going to enjoy watching him in this space.'
Force 3: What We Know So Far
Force 3 is directed by Bhav Dhulia, known for Khakee: The Bihar Chapter and The Freelancer. The film is produced by Abraham's own banner JA Entertainment and Sheel Kumar's Karolina Corporation. Harshvardhan Rane joins the franchise in a yet-undisclosed role, while Abraham reprises his signature character ACP Yashvardhan Singh. The project marks Harshvardhan's entry into the mainstream action-hero space.
What to Watch
The identity of the unnamed project teased through the AI video remains unclear, and it is not confirmed to be Force 3 or any other announced film. As Abraham's camp stays tight-lipped, audiences and trade observers will be watching for a formal title reveal and whether the eventual campaign leans further into AI-generated content or pivots to conventional promotional material.
Point of View
Half-formed clip does more reputational damage than no teaser at all, especially for an actor whose brand is built on physical authenticity and high-octane action. The irony is that Abraham is simultaneously promoting Force 3 on the strength of grit and legacy — values that sit uncomfortably alongside a visibly cheap AI reveal. Studios need to decide whether AI in marketing is a production tool or a publicity stunt, because right now it is reading as the latter.
NationPress
25 Jun 2026
Frequently Asked Questions
What did John Abraham post on Instagram on 25 June?
John Abraham shared an AI-generated video on Instagram on 25 June, showing him as a medieval sailor amid stormy waves. The post offered no title, cast details, or release date for the project it was teasing.
Why did the internet criticise John Abraham's AI video?
Users criticised the visual quality of the AI-generated clip, calling it 'poor AI' and arguing that Bollywood was using artificial intelligence to cut corners rather than enhance storytelling. Several comments questioned why the team did not invest in better-quality generation if they chose to use the technology.
What is Force 3 and who is in it?
Force 3 is the third film in John Abraham's action-thriller franchise, directed by Bhav Dhulia and produced by JA Entertainment and Karolina Corporation. Abraham reprises his role as ACP Yashvardhan Singh, while Harshvardhan Rane joins the franchise in an undisclosed role.
Is the AI teaser related to Force 3?
It is not confirmed. Abraham shared the AI video without attaching a title or project name, so it remains unclear whether the untitled sailor-themed project is Force 3 or a separate, unannounced film.
Who is directing Force 3?
Force 3 is directed by Bhav Dhulia, who previously helmed Khakee: The Bihar Chapter and The Freelancer, both well-received OTT productions known for their gritty action style.
