IMC 2024 | Harnessing AI Can Reinvent Content Creation in India

India Mobile Congress (IMC) 2024, which is currently underway at Pragati Maidan, New Delhi, featured a compelling panel discussion titled "Revolutionizing Content Creation in India: Harnessing AI and Digital Platforms to Engage the Next Billion Users." This insightful session highlighted the growing interconnection between Artificial Intelligence (AI) and content creation.

The panel featured Shri Jyotiraditya M. Scindia, Hon’ble Minister for Communications and Development of Northeastern Region, alongside industry stalwarts, including Gadget Guru Rajiv Makhni, Actress Sahiba Bali, Digital Creator Naman Deshmukh. The panel was moderated by Mehak Kasbekar and the discussion explored the immense potential AI offers to the creative economy.

Shri Jyotiraditya Scindia underscored India’s leadership in the content creation space, stating, "India is poised to become the content creation capital of the world, with the market projected to grow from $30 billion today to $480 billion by 2035." He emphasized the democratization of information access and India’s readiness to embrace next-gen technologies like 6G to lead the digital revolution.

The conversation centered on AI’s ability to complement, not replace, human creativity. As Rajiv Makhani pointed out, "AI is playing a pivotal role in transforming the content landscape, but it’s content creators who dominate the dynamic space." He highlighted how AI enhances regional content, with 95% of YouTube consumption in India now being in regional languages, reflecting a shift from the predominantly English-speaking digital sphere just a few years ago.

Bollywood actress and popular sports anchor Sahiba Bali assured content creators that AI is not a threat to their jobs but a tool for improving content quality and outreach. “AI enables us to offer commentary in multiple regional languages, which enhances accessibility,” she said, adding that while AI helps with tasks like scriptwriting and translations, the human touch remains irreplaceable, giving creators an edge.

Naman Deshmukh echoed this sentiment, noting how AI-driven content can help educate and raise awareness, offering unprecedented opportunities for spreading meaningful information. He shared his personal success of rapidly growing his audience by simplifying content through AI-enhanced platforms.

The panel emphasized that AI in content creation is an opportunity to expand revenue streams, reduce costs and tap into new markets, especially in Tier 2 and Tier 3 cities where content consumption patterns are evolving. As AI facilitates real-time personalization and interaction with audiences, the creative economy is set to grow exponentially.

India Mobile Congress (IMC), Asia’s largest digital technology forum, has become a well-known platform across the globe for showcasing innovative solutions, services and state-of-the-art use cases for industry, government, academics, startups and other key stakeholders in the technology and telecom ecosystem. The India Mobile Congress 2024 is hosting over 400 exhibitors, about 900 startups and participation from over 120 countries. The event is also showcasing more than 900 technology use case scenarios, hosting more than 100 sessions with over 600 global and Indian speakers.