Digital
IDS 2026: AI rewires media value chain, says JioStar’s Prashant Khanna
BENGALURU: Artificial intelligence is rapidly becoming the operating backbone of the media industry, transforming everything from content creation to distribution, said JioStar head – sports and live experiences, production technology and services Prashant Khanna, at the India Digital Summit 2026.
Speaking at a panel on automating the content value chain organised by IAMAI, Khanna said AI was no longer a peripheral tool but a core layer enabling scale, precision and personalisation across media workflows.
Live sports, he noted, requires unparalleled accuracy, with tens of millions of viewers watching in real time. AI-driven systems are now helping production teams move from reactive execution to predictive storytelling, using data, context and historical patterns to anticipate visuals, graphics and narrative elements before they are needed.
This shift, Khanna said, allows creative professionals to focus more on storytelling while automation handles manual processes.
Beyond production, AI is reshaping distribution by enabling the same live content to be delivered across multiple formats, from vertical video and short highlights to extended recaps and full-length broadcasts, tailored to different viewing preferences.
According to Khanna, seamless automation across the value chain is increasingly central to acquiring viewers and deepening engagement. He added that AI is also democratising premium production experiences, making features such as high-quality language commentary, advanced camera work, auto-framing and real-time adaptation accessible at scale.
Addressing the rise of AI-generated content, Khanna said technology lowers barriers to entry but does not replace the need for strong storytelling. Its true power lies in expanding creative possibilities rather than substituting narrative craft.
Looking ahead, he predicted a more immersive and interactive future for live entertainment, driven by virtual reality, second-screen experiences and personalised data layers, allowing fans to curate their own viewing experiences.
In Khanna’s view, AI’s true impact on media will be measured not by novelty, but by how seamlessly it integrates creativity, certainty and scale, turning the entire content lifecycle into a more intelligent, responsive and inclusive system.
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
