AI in News: Indian Media Embraces Automation & Innovation | WAN-IFRA Insights

The burgeoning field of artificial intelligence is rapidly reshaping the media landscape, and a recent forum in Bangalore, India, underscored a growing emphasis on responsible and business-driven adoption. The Bangalore AI in Media Forum, hosted by WAN-IFRA, brought together industry leaders to discuss the integration of AI across newsroom operations, from editorial strategy to revenue generation. Discussions centered on measurable impact, governance, and the broader transformation of media organizations in the face of an increasingly abundant digital content environment.

Navigating Content Abundance and Sustainable Models

The forum’s opening keynote was delivered by Avinash Mudaliar, Co-founder and CEO of HT Labs, a digital innovation hub responsible for platforms like OTTplay, Slurrp, and HT School. Mudaliar addressed the core challenge facing news and entertainment businesses: the “exploding content supply” and the resulting collapse of traditional scarcity. He framed the discussion around building sustainable business models in an era where digital content is readily available, a point particularly relevant for over-the-top (OTT) media services and news organizations alike. His perform at HT Labs, as detailed on the WAN-IFRA website, demonstrates a practical approach to leveraging technology to address these challenges.

A central theme throughout the forum was the necessitate to balance the efficiency gains offered by AI with the preservation of editorial integrity. A leadership panel, featuring Sowbhagyalakshmi K.T. (Director, The Printers Mysore), Mukesh Sharma (Co-founder & Dy CEO, Collective Newsroom), Tresa Sherin Morera (Senior Editor – Publishing & Production, Thomson Reuters), and Santhosh George Jacob (Coordinating Editor, Manorama Online), explored how AI is transforming editorial strategy and long-term sustainability across Indian news organizations. The consensus was clear: AI should augment, not replace, journalists, freeing them from repetitive tasks to focus on higher-value content creation and in-depth reporting.

AI as an Assistant, Not a Substitute

Panelists emphasized that AI’s role is to reduce workload and enhance credibility, allowing newsrooms to concentrate on producing content that demands critical thinking and nuanced understanding. This perspective aligns with a broader industry conversation about the ethical implications of AI in journalism, particularly concerning issues of bias, misinformation, and the potential for job displacement. The focus on AI as an assistant reflects a pragmatic approach to implementation, acknowledging the unique skills and judgment that human journalists bring to the profession.

The discussion also highlighted the importance of continuous, meaningful value for users. As Avinash Mudaliar shared during the forum, as reported by LinkedIn, users are willing to pay for subscriptions, but only when they perceive consistent value. This underscores the need for AI-driven personalization and smart bundling to create habitual experiences that foster loyalty and unlock scale.

Practical Implementations and Case Studies

Beyond strategic discussions, the forum showcased practical implementations of AI in newsrooms. Case studies from the WAN-IFRA AI Catalyst South Asia Cohort 2 programme demonstrated successful applications of AI-assisted coding workflows at The Hindu, AI-powered fact-checking at The Logical Indian, and AI-driven Optical Character Recognition (OCR) for advertising and sales intelligence at Sakal Media Group. These examples illustrate the tangible benefits of AI in improving efficiency, accuracy, and revenue generation.

A virtual session featured Ezra Eeman, AI Expert and Director of Strategy & Innovation at NPO (Netherlands), who offered predictions for the future of AI in media, looking ahead to 2026, and beyond. While specific predictions weren’t detailed in the source material, Eeman’s participation signals the growing importance of anticipating and preparing for the evolving capabilities of AI.

Real-World Exposure: Bengaluru Study Tour

The forum culminated in a curated Study Tour across leading technology and media organizations in Bengaluru, providing participants with firsthand exposure to real-world AI applications. Visits to The News Minute, CleverTap, NeuralGarage, Bamboobox, and PocketFM offered insights into cloud infrastructure, audience analytics, generative AI, localization technologies, and digital newsroom operations. These site visits provided a valuable opportunity to learn from organizations at the forefront of AI innovation.

CleverTap, for example, specializes in customer engagement and retention, leveraging AI to personalize user experiences. NeuralGarage focuses on AI-powered video creation and editing tools, while Bamboobox offers AI-driven content creation solutions. PocketFM is a platform for audiobooks and podcasts, utilizing AI to enhance content discovery and personalization. The News Minute, a digital news platform, is actively exploring AI applications to improve its reporting and reach.

The Broader WAN-IFRA Initiative

The Bangalore forum is part of WAN-IFRA’s broader global AI in Media Initiative, which aims to support news organizations in adopting AI responsibly and strategically. This initiative provides a platform for peer exchange, workshops, and forums, fostering collaboration and knowledge sharing across the industry. WAN-IFRA plans to announce further global editions of the forum in the coming months, signaling a continued commitment to advancing the responsible use of AI in media.

The initiative’s emphasis on responsible adoption is crucial, given the potential risks associated with AI, including algorithmic bias, the spread of misinformation, and the erosion of trust in journalism. By promoting ethical guidelines and best practices, WAN-IFRA seeks to ensure that AI is used to strengthen, rather than undermine, the integrity of the news media.

Looking ahead, the success of AI integration in the media industry will depend on continued collaboration between technologists, journalists, and policymakers. The Bangalore AI in Media Forum represents a significant step towards fostering this collaboration and shaping a future where AI empowers journalists and enhances the quality of news and information available to the public. Further information about WAN-IFRA’s AI in Media Initiative can be found by contacting Magdoom Mohamed ([email protected]) or Thai Anban Chokkalingam ([email protected]).