Artificial Intelligence in Media: Embracing New Technology

Being apprehensive about artificial intelligence (AI) as an emerging technology will not be beneficial, stated Vice Chairperson and Executive Editor-in-Chief of the Press Group, Kalli Purie, during a discussion at FICCI Frames 2025 held in Mumbai. She emphasized that the optimal approach is to comprehend and utilise it judiciously.

Understanding AI’s Role in Media

During the second day of the event, while conversing with Contributing Editor at Business Standard, Vanita Kohli-Khandekar, in a session titled ‘Credibility in the Age of Chaos & Media’s Role in Shaping India’s Identity’, Purie pointed out that AI represents a new technology. Being afraid of it will not be helpful. She believes it is essential to engage deeply with the technology to master it before it takes control. This engagement will lead to practical applications emerging over time.

Enhancing Efficiency and Creativity

Purie highlighted a fresh perspective brought about by AI integration within teams, encouraging individuals to contemplate how to enhance their efficiency and improve their work experiences. She stated that AI effectively eliminates tedious tasks like transcription, which many find uninspiring. AI simplifies these processes, offering more engaging alternatives.

Innovative Revenue Streams through AI

Purie expressed that leveraging AI can enhance operational efficiency while simultaneously establishing new revenue opportunities. AI enables the creation of visuals and content without the necessity for physical shoots. She elaborated that AI facilitates the development of virtual anchors to fill in during inconvenient hours, such as 3 a.m. It can also produce AI versions of anchors with consent, allowing for their continued involvement even when they are unavailable. Furthermore, AI voice cloning enhances voiceover quality.

Fostering a Culture of Technology Adoption

Purie mentioned that the organisation has engaged with AI over the past two years, leading to significant advancements. She specified that the team continually embraces new technologies without hesitation, treating their approach to technology in a manner similar to how they approach storytelling.