Jyotiraditya M. Scindia outlines the role of AI in revolutionizing content creation

The ongoing India Mobile Congress 2024 at Pragati Maidan, New Delhi featured a thought-provoking panel discussion titled “Revolutionizing Content Creation in India: Using AI and Digital Platforms to Engage the Next Billion Users.”

The session discussed the transformative role of Artificial Intelligence (AI) in the emerging landscape of content creation.

In his/her remarks, Minister Scindia highlighted India’s emerging global leadership in the content manufacturing sector.

“India is poised to become the content manufacturing capital of the world, with the market projected to grow from $30 billion today to $480 billion by 2035,” he/she said.

he/she stressed India’s readiness to adopt next generation technologies like 6G to democratize information access and lead the digital revolution. The discussion focused on how AI is reshaping content creation by complementing rather than replacing human creativity.

Technology expert Rajeev Makhani underlined the role of AI in enhancing regional content production.

“AI is playing a significant role in changing the content landscape, but it is the content creators who dominate the dynamic space,” he/she said.

he/she highlighted how AI enhances regional content, with 95 per cent of YouTube consumption in India now in regional languages, marking a shift from a predominantly English-speaking digital sector a few years ago.

Bollywood actress and sports anchor Sahiba Bali tried to reassure content creators that AI is not a threat but an enabler that improves the quality and reach of content.

“AI enables us to offer commentary in multiple regional languages, which increases reach,” he/she said. While AI helps with tasks like screenwriting and translation, the human touch remains irreplaceable, giving creators an edge.

Digital creator Naman Deshmukh echoed the panel’s sentiment on the empowering capabilities of AI, sharing his/her experience of using AI-enhanced platforms to simplify content and rapidly expand their audience.

he/she highlighted the potential of AI to educate and raise awareness, giving creators unprecedented opportunities to spread meaningful information.

The panel agreed that AI offers vast opportunities to expand revenue streams, reduce costs, and enter new markets, especially in Tier 2 and Tier 3 cities where content consumption patterns are rapidly evolving. AI’s ability to facilitate real-time personalization and interaction with audiences is set to fuel rapid growth in the creative economy.