The ongoing India Mobile Congress 2024 in New Delhi hosted a panel discussion titled "Revolutionising Content Creation in India: Harnessing AI and Digital Platforms to Engage the Next Billion Users." The session focused on the intersection of Artificial Intelligence (AI) and content creation, featuring key industry figures.
The panel included Jyotiraditya M. Scindia, Minister for Communications and Development of the Northeastern Region, along with Gadget Guru Rajiv Makhni, actress Sahiba Bali and digital creator Naman Deshmukh. Moderated by Mehak Kasbekar, the discussion examined AI's potential in enhancing the creative economy.
Scindia talked about India's emerging role in global content creation, projecting market growth from USD 30 billion today to USD 480 billion by 2035. He explained the importance of democratising information access and India's readiness to adopt next-generation technologies, including 6G.
The conversation centered on AI's complementary role in content creation. Rajiv Makhni noted that while AI transforms the content landscape, human creators remain central to the process. He pointed out that 95 per cent of YouTube consumption in India is now in regional languages, indicating a significant shift in content dynamics.
Sahiba Bali reassured creators that AI serves as a tool for improving content quality rather than a threat to their roles. She discussed how AI can enhance accessibility through commentary in multiple languages and assist with tasks like scriptwriting and translation, while the unique human element in content creation remains essential.
Naman Deshmukh shared insights on how AI-driven content can facilitate education and awareness, enabling content creators to expand their audience. He also talked about his success in growing his following by simplifying content using AI-enhanced platforms.
The panel concluded that AI presents opportunities for diversifying revenue streams and reducing costs, particularly in Tier 2 and Tier 3 cities where content consumption is evolving. AI's capabilities for real-time personalisation and audience interaction are expected to drive growth in the creative economy.
India Mobile Congress, recognised as Asia’s largest digital technology forum, features over 400 exhibitors, around 900 startups and participation from over 120 countries. The event showcases more than 900 technology use cases and hosts over 100 sessions with over 600 speakers from both global and Indian backgrounds.
