Being fearful of artificial intelligence (AI) as a new technology will not help, said Kalli Purie, Vice Chairperson & Executive Editor-in-Chief of the India Today Group, during a session at FICCI Frames 2025 in Mumbai. The best way forward, she said, is to understand and use the technology wisely.
Speaking with Vanita Kohli-Khandekar, Contributing Editor at Business Standard, in a session titled ‘Credibility in the Age of Chaos & Media’s Role in Shaping India’s Identity’, Purie remarked,
“AI, I see it as a new technology, and being fearful of it is not going to help. You’ve got to jump in feet first, get to the depths of the technology, and master it before it masters you.”
Purie explained that AI has already begun reshaping newsroom operations by eliminating monotonous tasks and enabling creative efficiency. “Nobody likes doing transcription — it’s boring. AI lets you do that,” she said, adding that her teams are exploring new ways to enhance productivity and storytelling through AI.
She revealed that the India Today Group is leveraging AI to create visuals, generate footage without shoots, and even deploy AI anchors to fill in during off-hours. “It’s allowing us to create AI versions of anchors — with permission — so they can still appear in the studio even when they’re away. We’re also cloning voices to produce better voiceovers,” Purie said.
According to her, the focus is on efficiency, reducing monotony, and unlocking new revenue streams through technological innovation. “We’ve been working with AI for the past two years, and a lot has now fallen in place. We always adopt new technology and go towards it without fear — the same way we approach stories,” she concluded.
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