- Media leaders decode AI’s impact on content creation and trust
- Deepfakes and misinformation flagged as pressing ethical concerns
- AI seen as both a creative tool and a credibility challenge
The session on “AI in Media: Reshaping Creation, Consumption & Credibility” at GAISA brought together prominent voices from the media and technology sectors to explore the growing influence of artificial intelligence across the media ecosystem. The discussion underscored how AI-driven innovations—ranging from content recommendation algorithms to automated editing, dubbing, and localization—are redefining both content creation and audience engagement. Emphasis was also placed on the ethical challenges posed by deepfakes and misinformation, highlighting the urgent need for responsible AI deployment and sustained human oversight to uphold media credibility.
The panel included media trailblazers such as Sandeep Marwah, Founder of Marwah Studios; Vineet Malhotra, Senior Consulting Editor and Prime Time Anchor at NewsX; Panini Anand, Group Editor – Digital at TV9; and Sharad Kohli, economist and founder of KCC Group. Together, they dissected how AI is streamlining processes like dubbing, editing, and subtitling while also improving viewer personalization through smart algorithms. However, they also emphasized the darker side—AI-generated misinformation and deepfakes that threaten journalistic integrity and viewer trust.
The session made it clear that while AI holds immense potential for content efficiency and creativity, it must be handled with caution and ethical responsibility. The panel strongly advocated for maintaining human oversight, enforcing regulatory checks, and fostering media literacy to safeguard credibility in the AI-powered media age.
