Industry leaders call for balance between AI efficiency and authenticity

In an age where digital transformation is as inevitable as storytelling itself, industry leaders grapple not just with how content is consumed but how new technologies such as artificial intelligence are reshaping the very foundations of creativity and credibility.

Ashish Sehgal, CEO of Times Television Network, has been vocal about this duality.

Speaking to exchange4media about the evolving media landscape, on the sidelines of a panel discussion on the state of Indian entertainment nation at a recent industry event, Sehgal reiterated that AI is bringing efficiency to produce more content, but it also raises concerns about “authenticity and trust,” a paradox that runs at the heart of modern content ecosystems where rapid production meets heightened audience skepticism.

Sehgal’s caution around AI’s impact on trust reflects broader industry anxieties. He noted that “trust is going out of the window with AI,” pointing to the flood of videos and information available online where it is “difficult to know which to believe,” especially in news genres where credibility and accuracy remain paramount.

His perspective captures a fundamental tension: digital platforms and AI can dramatically expand what is possible, opening doors for new narratives and voices, but they can also erode confidence in what viewers see and believe. In this context, audiences increasingly look back to trusted news networks and established creators for reliable content that resonates beyond algorithmic hype.

Anuj Gandhi, Chief Business Officer for Digital Entertainment Services at Reliance Jio, shared parallel insights about how connectivity and technology intersect with viewer expectations. Speaking at the conference, he highlighted the transformative role of home broadband and connected television in accelerating content reach, noting that producers now seek to cater to audiences at unprecedented scale.

Gandhi acknowledged that AI can augment content strategies by enabling better targeting and scalability, particularly as creators attempt to tailor shows for India’s uniquely diverse viewership. Yet he too stressed that technology must enhance, not replace, the emotional and cultural resonance that drives audience loyalty. His observations underscore a growing recognition within the industry: that AI’s power lies not just in generating volume but in supporting content that feels authentic and meaningful to a century of varied and deeply rooted storytelling traditions.

This tension between creation and generation is mirrored in advertising as well.

Generative AI tools are now common across agencies, offering speed, scalability, and low-cost content output. Yet this convenience has produced what industry insiders call “AI slop” — automated content optimized for algorithms rather than creativity or brand value.

Speaking to e4m earlier, Pawan Jagnik, Marketing Head India at Pladis India, had warned, “We are firmly against what is commonly referred to as AI slop. Content that is created quickly with little thought and adds no real value to the brand or the audience.”

Similarly, Manish Sharma, President of Arena Media at Havas Media Network India, drew a line between simple content generation and true creative creation. “Generation is something the client can do themselves ... But creation is the domain of an agency,” he had said.

These insights echo the challenges facing Indian entertainment. AI may lower barriers to complex visuals, enable iterative experimentation and attract millions of viewers, but there remains the risk that automated or formulaic output could feel expressionless or fail to capture emotional depth.

Across genres, from news to fiction, from broadcast television to OTT platforms, the message from industry leaders is consistent. As Sehgal puts it:

“AI brings efficiency, but the consumer ultimately decides what to trust. Content creators must balance innovation with credibility.”

The broader lesson from advertising and entertainment alike is clear: while AI can power mass content generation, long-term value comes from preserving human creativity, cultural resonance, and authenticity. The next chapter of Indian content will be defined by this balance, where technology and tradition coexist, not in competition, but in collaboration, to meet the evolving expectations of a connected, discerning audience.