India's media industry faces AI shift, leaders say at FICCI Frames 2026

At the FICCI Frames 2026 event in Mumbai, Indian Union Minister of Culture Gajendra Singh Shekhawat emphasized the necessity of human creativity amidst the rapid integration of artificial intelligence in the media industry. Shekhawat suggested that as AI reshapes content distribution and creation, a global demand for ‘low-AI content, no-filter content, or human-only content’ may emerge within the next two to three years.

Industry experts at the forum also discussed the shifting digital ecosystem. Meta India Country Director Arun Srinivas and content creator Kusha Kapila noted that audience discovery is moving away from follower counts toward authentic engagement and AI-driven recommendations. They highlighted that creators from non-metro regions are finding success through hyper-local storytelling and bite-sized, episodic formats like micro-dramas.