Digital
AI set to transform media and entertainment industry
From creation to monetisation, AI is rewriting how stories are made and found
MUMBAI: Artificial intelligence is no longer a backstage tool in media and entertainment. It is fast becoming the main act. Delivering the keynote at the FICCI-EY M&E Industry Report launch, Meta managing director and country head Arun Srinivas, laid out how AI is transforming the entire value chain, from content creation to discovery and monetisation.
At the heart of this shift is access. AI is breaking long-standing barriers of language and reach, allowing content to travel further than ever before. Films, short-form videos and creator-led stories are now being dubbed, subtitled and even lip-synced across multiple languages with ease. The result is a more fluid, borderless entertainment ecosystem where stories find audiences far beyond their original markets.
Discovery, Srinivas noted, is undergoing an equally dramatic shift. On platforms such as Instagram and Facebook, a significant share of content consumption now comes from recommendations rather than followers. AI-driven systems are increasingly acting as matchmakers, connecting viewers with content tailored to their interests. In simple terms, content no longer waits to be found, it finds you.
For advertisers and platforms, this intelligence is translating into sharper targeting and improved efficiency. AI tools can identify the right audiences, optimise campaigns and even assist in crafting narratives for advertisements. What was once manual and intuitive is now data-driven and predictive.
India, Srinivas argued, sits at the centre of this transformation. With millions of creators producing content in dozens of languages, the country is both a testing ground and a growth engine for AI-led innovation. A large and rapidly digitising population, widespread smartphone adoption and expanding 5G access are further accelerating this shift towards a digital-first media economy.
Creators are already tapping into AI tools for editing, translation, dubbing and audience insights, enabling them to refine content in real time. Studios, meanwhile, are using predictive models to gauge consumer sentiment and optimise release strategies. Advertisers are deploying AI across campaigns, while developers continue to build new layers of tools and services on top of these platforms.
Srinivas also pointed to emerging interfaces that could redefine how content is consumed. From AI-powered assistants embedded in everyday apps to wearable devices offering immersive, on-the-go entertainment and real-time translation, the next wave of innovation is set to be more interactive and deeply personalised.
The broader message was clear. AI is not just enhancing the media business, it is restructuring it. As creators evolve into full-fledged studios and content becomes inherently multilingual, the lines between production, distribution and consumption are blurring.
With its scale, diversity and digital momentum, India is uniquely positioned to lead this shift. If storytelling has always been the country’s strength, Srinivas suggested, AI could well be the force that amplifies it to a global stage.
Digital
OpenAI to roll out ads for free ChatGPT users in the US
Criteo tie-up signals shift as OpenAI explores ads to fund growth
CALIFORNIA: OpenAI is set to introduce advertisements for users on the free and Go versions of ChatGPT in the United States, marking a notable shift in how the platform plans to fund its rapid growth.
The move, confirmed by a company spokesperson in a statement to Reuters, follows earlier reporting by The Information and signals OpenAI’s deeper push into advertising as a revenue stream.
At the heart of this rollout is a partnership with Criteo, an advertising technology firm now integrated into OpenAI’s pilot programme. The company provides tools that help advertisers buy placements and sharpen targeting, suggesting that ads shown to users will be increasingly tailored.
According to reports, Criteo has been pitching advertisers on commitments ranging from $50,000 to $100,000, hinting at serious commercial intent behind the experiment. OpenAI has also advised advertisers to supply multiple versions of ad copy and visuals, a move designed to boost visibility and improve campaign performance.
The development comes as OpenAI looks to diversify its income streams. With ChatGPT’s popularity surging globally, the company is grappling with rising costs tied to computing infrastructure, even as competition in the generative AI space heats up.
For users, the change may soon mean a more familiar internet experience, where conversations come with the occasional commercial break.
