FICCI Frames 2025: ‘Being fearful of AI is not going to help,’ says Kalli Purie

During a panel discussion at FICCI Frames 2025 in Mumbai, Kalli Purie, Vice Chairperson and Executive Editor-in-Chief of India Today Group, urged attendees to embrace artificial intelligence (AI) rather than fear it. In a conversation with Vanita Kohli-Khandekar, Contributing Editor at Business Standard, Purie emphasized the importance of mastering the technology to leverage its potential benefits. Purie stated, "AI is a new technology, and being fearful of it is not going to help. The best approach is to dive in, understand its depths, and master it before it takes control." She highlighted that AI can significantly enhance efficiency and open up new revenue opportunities in various fields. The discussion revealed that AI can alleviate mundane tasks, such as transcription, which many find tedious. Purie noted, "AI lets you automate these tasks, freeing up time for more creative endeavors." She also pointed out the innovative applications of AI in media, including the creation of visuals and footage without the need for traditional shooting. Moreover, Purie elaborated on how AI can be utilized in broadcasting, such as creating virtual anchors for late-night shifts or generating voiceovers using AI-generated clones of actual anchors. "This technology allows us to maintain continuity in our programming, even when our human anchors are unavailable," she explained. Having worked with AI for the past two years, Purie expressed confidence in its integration into their operations, stating, "We always adopt new technology without fear. Our approach to technology mirrors how we approach storytelling. Every day brings new developments, and it’s crucial to stay at the forefront of these changes."