FICCI Frames 2025: Kalli Purie says AI can make journalism more 'efficient and less monotonous'

The second day of FICCI Frames 2025 in Mumbai featured a compelling dialogue between Kalli Purie, the Editorial Director of India Today Group, and Vanita Kohli-Khandekar, a Contributing Editor at Business Standard. The discussion, titled "Credibility in the Age of Chaos & Media's Role in Shaping India's Identity," illuminated the transformative impact of technology, particularly artificial intelligence, on the media industry. During the session, Purie emphasized that rather than fearing technological advancements, embracing and understanding them is essential for progress. She highlighted how AI can alleviate tedious tasks such as transcription, which she described as "boring," thus enabling journalists to dedicate more time to creative storytelling. "AI represents a new frontier in technology. Being apprehensive about it won't yield benefits. Instead, we need to dive in, master it, and discover its applications as we go along," Purie remarked. She elaborated on the potential of AI to enhance efficiency by minimizing repetitive duties. For instance, AI can generate extensive footage and visuals without requiring physical shoots, allowing for the creation of AI anchors who can step in at unconventional hours. "This technology frees us from monotony and lets us utilize resources more effectively, especially when our human anchors are unavailable," Purie added. The ongoing FICCI Frames 2025 event, which celebrates its 25th anniversary, is one of India's premier gatherings in the media and entertainment sector. The event commenced with a notable address from Maharashtra Chief Minister Devendra Fadnavis, who was joined by Bollywood star Akshay Kumar. Their conversation touched upon the evolution of the Indian film industry and the importance of creating films that raise awareness about contemporary issues like digital warfare. Fadnavis shared his personal reflections on how film narratives have influenced his life, citing the Anil Kapoor film 'Nayak: The Real Hero' as particularly impactful. He noted, "The film created a benchmark for what a chief minister can achieve in a day, setting expectations that resonate even today." He further praised Maharashtra’s legacy as the rightful capital of entertainment, underscoring its significant role in the industry.