- Integration of AI, coupled with a robust commitment to regional inclusivity, heralds a new era in content creation that promises to be innovative, diverse, and significantly transformative.
India stands on the brink of a transformative leap in the global content creation landscape, as articulated by Jyotiraditya M. Scindia, the Indian Minister of Communications and Development of North Eastern Region, at the India Mobile Congress 2024.
With the content market projected to surge from its current valuation of $30 billion to an astonishing $480 billion by 2035, the country is positioning itself as a formidable contender in this sphere.
Scindia emphasised the essential democratisation of information access and India’s strategic readiness to adopt next-generation technologies, including 6G, thereby spearheading the digital revolution.
The embrace of technology is pivotal in harnessing the potential of artificial intelligence (AI) in augmenting regional content production, a point strongly underscored by technology expert Rajiv Makhni.
Critical shift
Makhni articulated that while AI significantly reshapes the content landscape, it is ultimately the content creators who will drive this dynamic evolution.
The rising dominance of regional languages in digital consumption—95 per cent of YouTube views in India are now in these languages—highlights a critical shift from the historically English-centric digital narrative.
Sahiba Bali, a prominent Bollywood actress and sports anchor, assuaged concerns among creators regarding AI’s role, framing it not as an adversary but as an enabler.
AI’s empowering potential
According to Bali, AI enhances the quality and accessibility of content, particularly by facilitating commentary in diverse regional languages. While AI can assist in areas such as scriptwriting and translation, she contends that the irreplaceable human touch remains vital to artistry.
Echoing Bali’s sentiments, digital creator Naman Deshmukh emphasised AI’s empowering potential, sharing his own experiences of leveraging AI-enhanced platforms to streamline content production and rapidly broaden his audience.
He noted AI’s significant role in education and awareness, granting creators unprecedented avenues to disseminate meaningful information.
The consensus among industry experts is clear: AI presents vast opportunities for expanding revenue streams, minimising production costs, and penetrating underserved markets, particularly in India’s Tier 2 and Tier 3 cities, where evolving consumption patterns are becoming increasingly pronounced.
AI’s capabilities for real-time personalisation and enhanced audience interaction are poised to catalyse exponential growth in the creative economy.