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As generative artificial intelligence continues to upend industries worldwide, the media sector has found itself at a critical crossroads. While AI’s increasing sophistication presents new opportunities, it also raises pressing ethical and operational questions. Across the globe, news organizations are rapidly integrating AI into their workflows, using it for everything from back-end automation to audience monetization.

<a href="https://www.storyboard18.com/how-it-works/mibs-ashwini-vaishnaw-at-storyboard18-dnpa-conclave-govt-working-for-fair-compensation-for-media-houses-57836.htm">Read more: MIB’s Ashwini Vaishnaw at Storyboard18 DNPA Conclave: Govt working for fair compensation for media houses</a>

The Washington Post, for instance, has developed in-house AI tools to assist journalists. One such tool, Haystacker, was instrumental in analyzing over 700 advertisements related to immigration, uncovering manipulative imagery and text used to mislead audiences.

In the United Kingdom, Sky News conducted a notable experiment to evaluate AI’s impact on journalism. In 2023, the media outlet introduced its first AI-powered reporter, capable of producing a 300-word news article alongside a 90-second television segment. Tom Clarke, Sky News’ science and technology editor, acknowledged AI’s growing role in media, stating that certain newsroom tasks could be comfortably automated.

Initiatives have emerged in China, where Xinhua News Agency has explored AI-driven journalism, and in Russia, where Svovye TV has experimented with automated news delivery.

The New York Times itself has adopted machine-learning models to enhance investigative reporting. In a recent effort, AI tools were used to track Israel’s use of destructive bombs in Gaza. While AI is being leveraged to generate initial drafts of headlines, summaries, and other textual elements that aid news production and distribution, The Times has maintained that AI is not used to write full articles, with journalists retaining editorial oversight.

Elsewhere, media organizations are embracing AI to refine their reporting processes. Singapore’s SPH Media has incorporated AI and data analytics to optimize content creation, personalize storytelling, and analyze audience consumption patterns. In Australia, the national broadcaster ABC has deployed 'ABC Assist,' a bot that employs semantic search to help readers find relevant content. Meanwhile, New Zealand’s Stuff Group has developed 'Democracy.AI,' a tool designed to assist journalists in navigating and prioritizing hyper-local public documents.

European media organizations are also at the forefront of AI adoption. In Germany, Handelsblatt has introduced AI-cloned voices for article narration and is exploring AI-driven fact-checking, trend recognition, and newspaper layout optimization. In the Czech Republic, Czech Radio has launched a podcast that blends human and AI-generated storytelling.

In the sports media sector, ESPN has leveraged generative AI to summarize matches in the Premier Lacrosse League and the National Women’s Soccer League. AI-generated reports are bylined as 'ESPN Generative AI Services' and explicitly labeled as AI-produced content.

India’s media giants, including Times Group, HT Media, Network18, Zee Media Corporation, and Malayala Manorama, have adopted AI for a range of newsroom functions, including translation, tagging, copy editing, SEO, video production, and image generation. AI is also playing a role in the algorithmic distribution of content, increasing audience reach while optimizing direct traffic. Additionally, AI is being used to convert traditional news articles into web stories, easing editorial workloads.

The financial media sector has similarly turned to AI for automation, particularly in stock market reporting. AI-driven tools are being deployed to assess content quality and provide editorial recommendations.

At the Storyboard18 DNPA Conclave, industry leaders acknowledged AI’s growing influence in media. Puneet Singhvi, CEO of Network18 Digital, described AI’s role as a blend of 'fear, trepidation, and opportunity.' He highlighted AI’s potential to streamline workflows, particularly in handling repetitive tasks. 'The digital news landscape is shifting from a text-first approach to a multimedia-heavy model, incorporating video and podcasts. AI allows us to expand our newsroom capabilities across multiple formats while enhancing content distribution,' he noted.

Mariam Mammen Mathew, chief executive of Manorama Online, emphasized AI’s ability to level the playing field, enabling smaller media outlets to compete with larger entities at a reduced cost. However, she highlighted the continued importance of human creativity, stating, 'There is nothing out there that lacks a human touch.'

As AI reshapes the media industry, news organizations must navigate a delicate balance between technological innovation and journalistic integrity. The road ahead will likely be defined by ongoing experimentation and careful scrutiny.

<a href="https://www.storyboard18.com/tags/dnpa-conclave-and-awards">Read more: Storyboard18 DNPA Conclave 2025</a>

Generative AI reshapes media industry, raising both opportunity and concern

As artificial intelligence (AI) and data privacy take center stage in global discussions, Michael McNamara, Member of the European Parliament (MEP) and co-chair of the European Parliament's AI Working Group, shares his insights on laws that would benefit news publishers in India including fair compensation and tackling digital misinformation in the age of AI. 

On the sidelines of Storyboard18 DNPA Conclave, McNamara highlighted that while AI legislation does address data concerns, it primarily focuses on managing the risks inherent in artificial intelligence rather than regulating the unlawful use of data. "There are a number of laws in Europe regarding data," he explains. "GDPR, the General Data Protection Regulation, has been in place since 2016 and primarily deals with data protection, requiring individuals to authorize the use of their data." Other frameworks, such as the Digital Safety Act and the Digital Marketing Act, further regulate digital issues.

However, enforcement remains a challenge. "GDPR enforcement is very much at a national level, and in federal states like Germany, it even operates at the state level. While this ensures regulations align with local social concerns, it also results in a fragmented approach that varies from region to region," he points out. This complexity affects both businesses operating across borders and individuals seeking to protect their data. He acknowledges ongoing efforts to improve cooperation between enforcement bodies but admits that "it hasn’t worked very well in practice in Europe."

India’s Role in Global Data Protection

When asked about India's approach to data regulation, McNamara is careful not to impose recommendations but recognizes the growing importance of legal safeguards. "I wouldn’t dare to tell Indian legislators how to do their job," he says. "The protection of Indian citizens' data is entirely a matter for them to determine."

However, he highlights the need for alignment between Indian and European regulations as cooperation between the two regions grows. "The European Commission is here in India with not just the President, but the entire Commission—something that has never happened before outside the EU. This is a major statement of intent, a sign of the desire to cooperate closely with India," he notes. "For European data to move to India, legal safeguards must be in place. That is the only aspect I would address—how Indian citizen data is handled is for the Indian legislature to decide."

Collaborating with India

When asked about the policies that would benefit news publishers in India, McNamara is clear that he does not intend to dictate policy. "I wouldn’t offer advice to Indian legislators," he states. "What I would say is that the European experience is at their disposal if they wish to avail of it, but that’s entirely their choice." He acknowledges that the AI office of the European Commission is open to cooperation with similar bodies worldwide but clarifies that it operates as an executive entity rather than a legislative one.

From a parliamentary standpoint, McNamara highlights the willingness of the European Parliament’s AI working group to engage with Indian lawmakers. "I would certainly invite Indian lawmakers, if they’re interested, to cooperate with the AI working group within the European Parliament. I’d be very happy to share our experience, but it’s up to them to decide whether they find that useful," he explains. "I wouldn’t push that on them or claim that our approach is the best—it’s not. But it is an approach they could examine while determining their own policies."

The Case for a Global AI Governance Framework

As AI technology transcends borders, the question arises whether a unified global regulatory framework is necessary. McNamara sees value in a coordinated approach but acknowledges the complexities involved. "I think there’s a need for a global approach," he says. "Efforts are already being made in that direction—the Council of Europe has developed a convention on the matter, the OECD is working on setting standards, and I believe the United Nations will increasingly move in that direction as well."

However, he cautions against the idea of a single global enforcement body. "Enforcement will always have to be at a national level," he points out. "Legal action must be taken within a state’s jurisdiction, and if individuals or companies fail to adhere to regulations, they need to be prosecutable before the courts of that state. That’s how enforcement works."

Taking on Big Tech: A Work in Progress

Europe has taken a direct approach in holding big tech companies like Google and Meta accountable for fair compensation and data practices, but McNamara describes it as an ongoing process. "It hasn’t been entirely successful," he admits. He points to legal cases brought forward by activists, including Austrian data protection advocate Max Schrems, who has led multiple legal battles on data privacy violations.

While Europe has imposed heavy fines on big tech companies, similar actions have not yet been seen in India. However, McNamara is careful not to speculate on what India should do. "That is a choice for the Indian legislature," he states. "Even in the European context, these fines may seem astronomical, but whether they are truly effective remains to be seen."

Ensuring Fair Compensation for publishers

A major point of contention in digital governance is the issue of fair compensation for publishers and content creators. McNamara is firm in his belief that those who create original work deserve to be paid fairly. "You can’t have a situation where journalists and artists create content while others monetize it without paying a fair share to the original creators," he argues.

However, finding a workable solution remains complex. "Australia attempted to address this issue, but my understanding is that their approach hasn’t been entirely successful, and they’ve had to revise their methods," he notes. With tech corporations wielding financial power greater than that of many national governments, "how to balance innovation with fair compensation is an issue that requires international cooperation."

Challenge of Deepfakes and AI Misinformation

As AI technology advances, concerns about deepfakes and misinformation continue to grow. McNamara stresses the need for transparency in AI-generated content, particularly in journalism. "If you’re informing the public on matters of public importance—such as news and current affairs—AI-generated content must be clearly labeled so that readers, viewers, and listeners know it’s not created by a human journalist," he explains.

Similarly, while deepfakes are not outright banned in Europe, regulations require clarity about their origin. "It has to be very clear that deepfakes are AI-generated and not realistic, original content. Maintaining public trust is crucial in this digital era," he says.

<a href="https://www.storyboard18.com/tags/dnpa-conclave-and-awards">Read more: Storyboard18 DNPA CONCLAVE</a>

'Big Tech must pay its fair share', says Michael McNamara, Member of EU Parliament at Storyboard18 DNPA Conclave

As artificial intelligence continues to reshape industries worldwide, media and entertainment executives are urging caution when it comes to large-scale investments in the still-developing technology. Speaking at the Storyboard18 DNPA Conclave on Thursday, industry leaders emphasized the need for a measured approach, warning that AI’s impact on revenue and profitability remains uncertain.

Ranjana Mangla, Senior Vice President and Head of Ad Revenue at Sony LIV, emphasized AI’s nascent role in the over-the-top (OTT) streaming sector, noting that while the technology has contributed to cost efficiencies, it has yet to drive substantial change.

“I think artificial intelligence, at least in the OTT world, is still in its early days and has yet to make a significant difference,” Mangla said. “So, instead of investing in it outright, observe, watch, and then invest because revenue and profitability are at the core of it. Everything comes at a certain cost.”

Sanjay Sindhwani, Chief Executive of Indian Express Online Media, echoed that sentiment, pointing out that while digital media organizations have been proactive in adopting subscription models, e-papers, and paywall content, the sector continues to grapple with profitability.

“Let it evolve and then invest,” Sindhwani advised, cautioning against premature commitments to new technologies.

Hemant Jain, President and Head of Digital Business at Lokmat Media, emphasized the broader challenges media companies face in keeping pace with technological shifts, content demands, and the dominance of major tech platforms.

“We are the most challenged lot because we try to align ourselves with every single changing element, whether it’s technology, content, formats, or big tech, we are trying to please everyone,” Jain said. “And in the end, when we sit down together to discuss revenue, we all feel very challenged.”

Jain urged media organizations to collaborate on data initiatives, arguing that a unified first-party customer data platform could position the industry as a formidable player in the data economy.

“If we can collaborate and create the largest repository of first-party customer data, you wouldn’t be surprised if tomorrow we become the largest data company,” he added.

While AI holds promise for media innovation, experts stressed the enduring importance of original content. Sunny Sen, Co-Founder and Chief Executive of Conscent.ai, warned that no amount of AI-driven personalization can replace compelling storytelling.

“Without original content, there is no amount of AI personalization or technology that can build revenue models,” Sen said. “At the end of the day, the product is the content—it is nothing else.”

Manavdeep Singh, Founder of Publive, highlighted AI’s potential to expand regional-language content but noted the ongoing challenge of translation accuracy.

“Regional markets are warming up to consume content in their local languages, but it is still limited,” Singh said. “For example, content related to personal finance and other genres in regional languages is minimal.”

As AI continues to evolve, industry leaders remain focused on striking a balance, leveraging technology to drive efficiencies while ensuring that strategic investments align with long-term growth.

<a href="https://www.storyboard18.com/digital/new-ai-llm-model-eliminates-biases-empowers-small-media-outlets-experts-57978.htm">New AI LLM model eliminates biases, empowers small media outlets: Experts</a>

<a href="https://www.storyboard18.com/how-it-works/govt-advocates-effective-monitoring-of-ai-regulation-fair-compensation-for-media-houses-57969.htm">Govt advocates effective monitoring of AI regulation, fair compensation for media houses</a>

Storyboard18 DNPA Conclave: Media leaders urge caution on AI investments amid industry shifts

As artificial intelligence continues to reshape industries, media and technology experts say the advent of large language models (LLMs) is leveling the playing field for smaller media companies, enabling them to harness data-driven insights and personalize content for audiences in unprecedented ways.

Speaking at the second edition of the Storyboard18 DNPA Conclave in New Delhi on Thursday, Puneet Jain, co-founder of HT Media, noted that AI was once an advantage held by tech giants with the resources to integrate machine learning into advertising-driven business models. The emergence of LLMs, however, has removed many of those barriers, he said.

“With LLMs, biases have been eliminated,” Jain said, adding that AI’s accessibility is empowering smaller players to optimize content distribution and audience engagement.

Shaurya Rao Nigam, co-founder and chief executive of Justbaat.ai, echoed this sentiment, pointing to AI’s role in broadening media’s linguistic reach. “Many media companies are leveraging AI to translate content into multiple languages, resulting in greater audience engagement,” Nigam said. “AI is enabling the industry to serve segments that were previously overlooked.”

Beyond content translation, AI’s impact on media extends to revenue generation and operational efficiency. Kawaljit Singh Bedi, co-founder and chief technology and product officer at Frammer, predicted that artificial intelligence will significantly influence both cost management and revenue streams for media organizations.

“AI can save time, free up resources, enhance human creativity, and accelerate content production, factors that ultimately attract more advertisers,” Bedi said.

The technology’s capabilities extend beyond content creation. Siddharth Srinivasan, who leads go-to-market strategy at ElevenLabs, described AI as an invaluable tool for brand identity and audience engagement.

“Every brand, whether it’s intellectual property, content, a public figure, or a company, can use AI to forge deeper connections,” Srinivasan said. “AI can personify a brand, give it a voice, and create personalized, hyper-targeted conversational experiences.”

One of AI’s most promising applications in media, experts said, is its ability to combat misinformation. Ankush Sabharwal, founder of CoRover AI, emphasized AI’s potential to mitigate the spread of fake news.

“AI can track and authenticate digital footprints, helping to identify the source of infringing content,” Sabharwal said. “We can significantly curb fake news and pirated content distribution while fostering innovation.”

As AI adoption accelerates, industry insiders believe startups will play a crucial role in developing specialized tools for media organizations. Shaurya Sahay, co-founder of Hewto.ai, predicted a rise in AI-driven software solutions tailored to the needs of news publishers and content creators.

“Media companies will increasingly invest in AI tooling, whether for content generation, audience analytics, or contextual personalization,” Sahay said. “Startups will be at the forefront of these innovations.”

As AI continues to transform media, industry leaders are watching closely, balancing its promise with concerns over ethical implications and misinformation. Yet, for many, one thing is certain: the technology is here to stay, and its influence is only beginning to unfold

<a href="https://www.storyboard18.com/how-it-works/mibs-ashwini-vaishnaw-at-storyboard18-dnpa-conclave-govt-working-for-fair-compensation-for-media-houses-57836.htm">MIB’s Ashwini Vaishnaw at Storyboard18 DNPA Conclave: Govt working for fair compensation for media houses</a>

<a href="https://www.storyboard18.com/how-it-works/member-of-the-european-parliament-michael-mcnamara-key-challenge-in-ai-regulation-is-balancing-innovation-with-copyright-protection-57924.htm">Member of the European Parliament Michael McNamara: Key challenge in AI regulation is balancing innovation with copyright protection</a>

Storyboard18 DNPA Conclave: Experts weigh in on opportunities and challenges of AI’s expanding role in media

The Ministry of Information and Broadcasting (I&B) and the Ministry of Electronics and Information Technology (MeitY) have advocated for fair compensation for media houses, particularly in the face of challenges posed by digital platforms like Meta and Google. At the recently held Storyboard18 DNPA Conclave 2025, on February 27, both ministries have also pushed for the ethical use of Artificial Intelligence (AI) in media and technology sectors, as concerns around misinformation, deep fakes, and biased algorithms continue to emerge.

At the event were key policy makers including Ashwini Vaishnaw, Minister for Railways, Information and Broadcasting, Electronics and Information Technology; Sanjay Jaju, Secretary of the Ministry of Information and Broadcasting; MeitY Secretary S Krishnan and Additional Secretary Abhishek Singh; and Member of the European Parliament, Michael McNamara, among others.

Vaishnaw, in his inaugural speech, remarked that the government is fully prepared to provide 'any necessary support' needed for the media industry to smoothly transition from traditional to digital media. 

"From the government's side, we are fully prepared to provide any necessary support required during this transition. The entire nation views the media with great responsibility, and it is expected that valuable suggestions will come from Storyboard18 DNPA Conclave 2025 on how this transition in the media industry can be together carried out smoothly, and without disruption," the Minister said.

Digital News Publishers Association (DNPA), representing India's top news publishers from both print and electronic media, has been at the forefront of promoting credible journalism and fostering the growth of the news industry. As AI revolutionises industries and transforms traditional paradigms, the DNPA Conclave 2025 served as an essential forum for stakeholders to shape the future of digital media.

In his key address, Sanjay Jaju, Secretary of the MIB acknowledeged the growth of media and entertainment sector in India while addressing the pressing challenges it is faced with.

The Secretary noted that digital advertising, backed by AI and big data analytics, is reshaping marketing strategies and media houses but in this race to break news has led to misinformation.

"While technology is actually empowering the media, it has also introduced pressing challenges which needs to be addressed collectively. There is this whole problem of unchecked spread of misinformation and clickbait journalism, which is undermining our democratic values," he highlighted.

Jaju further noted that there is also a stark imbalance in revenue sharing. Indian media houses produce content that drives engagement, yet there is a feeling that they receive very little in return.

"Without a fair compensation model, quality journalism definitely gets a huge risk and has also chances of getting compromised as well. AI driven recommendation engines have been often prioritising sensational content leading to the viral spread of misinformation."


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Recognising the need for stricter norms, the Secretary shared that the Ministry is closely monitoring global regulatory developments and is also looking at a range of regulatory reforms which will allow for modernisation, inclusivity and fair play in the industry.

Further, MeitY Secretary S Krishnan discussed the need of effective monitoring of AI regulation and how India's stance on AI balances innovation with safeguards against potential harms.

According to him, MeitY too is closely studying regulations in other jurisdictions, including the European Union, to determine appropriate measures. India already has legal frameworks under the IT Act and the Bharatiya Nyaya Sanhita (BNS) that address misrepresentation and misinformation.

"The advisory committee issued guidelines on March 15, 2024, addressing some concerns. If needed, the government may introduce stronger legislation, but this will be an extensive process involving stakeholder discussions. Our emphasis is on enabling AI-driven innovation while ensuring accountability through clear liability provisions."

In India, there are around 4,500 licensed news channels and 1,460 registered publications, but platforms like YouTube host over 150 million channels. Monitoring this vast content landscape is challenging. For every violator caught, hundreds go unnoticed and reappear under new names. Making AI regulations truly effective is the need of the hour, the Ministry acknowledged. 

Emphasising on fair compensation, Krishnan noted that beyond quality, fair compensation is essential for the effort that goes into curating content. This is not a negative stance; rather, it recognises the value of journalism and media. Certain partnerships—such as those in the UK—have reinforced this point, underscoring that content is both a subject matter and an industry requiring careful consideration.

Sharing more on India AI Mission and progress made so far, MeitY's Additional Secretary, Abhishek Singh, said that the Ministry is working with various government departments, including Prasar Bharati, to share datasets to build its own large language models (LLMs) under India AI mission. He revealed that public, restricted and private data sets will be available under India AI datasets platform, version of which will be launched in the coming 10 days.

The Ministry recently has received 67 applications for developing AI foundational model and building 20 LLMs, under the government’s flagship Rs 10,370 crore India AI Mission, which will be assessed in a month's time by top researchers from world over.


The conclave also saw the likes of Michael McNamara, Member of the European Parliament, one of the key members who made the EU's AI Act a reality, talked about his experiences of shaping the landmark AI Act.

McNamara acknowledged that India, like Europe, is grappling with the challenge of balancing technological development with the protection of copyright holders and content creators' income. He emphasised that there's a general consensus against a scenario where creators—whether news journalists or artists—are deprived of revenue from their work due to its unauthorised use by others.

He highlighted the importance of human judgment in news sources, a trust built over decades, which risks being undermined by general-purpose AI.

Held on February 27, in New Delhi, this year’s Storyboard18 DNPA Conclave was themed around ‘Media Transformations in the AI Age’, and served as a pivotal gathering for policymakers, media leaders, and tech experts to examine the ongoing impact of AI.

The evening saw media fraternity also deliberating on the impact of AI on digital marketing decisions and ad spends; how AI can redefine reach, revenue and responsibility; ethical use of AI; the need for human intervention; and AI-powered fact checking in news.

Present at the event and among the panelists were Mohit Joshi, CEO, Havas Media Network India; Sai Narayan, CMO, Policybazaar; Rajiv Dubey, VP Marketing, Dabur; Amiya Swarup, Partner, Marketing Advisory, EY India; Puneet Jain, CEO, HT Digital; Sanjay Sindhwani, CEO, Indian Express Online Media; Vinod Thadani, Chief Digital Officer, Mindshare Worldwide; Sunny Sen, Co-Founder & CEO, Conscent.ai; Ranjana Mangla, Sr. VP & Head of Ad Revenue - Sony LIV; Hemant Jain, President & Head of Digital Business, Lokmat Media; Pratyush Ranjan, Head of Digital Services and Fact Checking, PTI; Apurva Chandra, Former Secretary, Ministry of Information and Broadcasting; Jatin Gandhi, Executive Editor, Jagran New Media; and Akhil Kumar, Deputy Executive Editor, Multimedia, NDTV.

<a href="https://www.storyboard18.com/tags/dnpa-conclave-and-awards">For more: Storyboard18 DNPA Conclave 2025</a>

Govt advocates effective monitoring of AI regulation, fair compensation for media houses: Storyboard18 DNPA Conclave

To ensure AI remains inclusive and democratic, the European Union has taken the lead in establishing the first comprehensive law defining AI systems and safeguarding against potential vulnerabilities. With a forward-looking approach, the European Parliament has set far-reaching regulations that not only anticipate innovation, but also provide a robust defense against potential risks. 

Michael McNamara, co-chair of the European Parliament's AI Working Group and one of the key members who made the EU's AI Act a reality talked about his experiences of shaping the landmark AI Act at Storyboard18 DNPA Conclave 2025, in New Delhi on February 27.

The European Union's Artificial Intelligence Act sets a global precedent for AI governance and is the first of its kind to regulate AI in such a way. It's rooted in a risk-based approach. The AI Act seeks to balance innovation, economic competitiveness, and fundamental rights. I think that's a key aspect of what we're talking about because there's been much criticism from various geopolitical actors in the world of the EU approach. It doesn't set out to stifle innovation in any way, said McNamara.

"It sets out to encourage innovation, but to do so in a way that balances that right to innovate with the protection of society as a whole and, indeed, to encourage confidence in AI because there are very different approaches to the use of AI across the world. We know it's very heavily used. Perhaps most heavily used in China," he added.

"The Chinese industrial process is quite heavily used in the United States and very little used in the European Union. So part of the approach to the AI Act is, in fact, to encourage the use of AI in the European Union to encourage confidence in its use among a population that, up to now, has been relatively reluctant to use AI, he explained.

AI is being compared to the advent of the Industrial Revolution. It's influencing now, increasingly, who gets hired, who gets policed, how we interact online. But the challenge is that, as AI subtly reshapes decision-making itself, it also reshapes power, politics, and the society in which it operates. So, when we talk about AI governance, we're not just regulating a technology, he stated.

"We're talking about how it changes how we think, or the potential for it to change how we think, make decisions and act. And that, I suppose, is one of the greatest government challenges of our time. And I'm aware, since coming here, that India is grappling with that now with proposals to develop AI regulation. There is a debate on which approach that India will take. In my own experience, a good example of where this issue lies right now in the regulating of AI and the tug of war between AI providers and stakeholders in the drafting of the EU General Purpose AI Code of Conduct. The Act creates separate rules for General Purpose AI models called the Code of Practice, he highlighted.

According to McNamara, this Code of Practice will not be legally binding. However, compliance with these guidelines will create a presumption of conformity with obligations. Therefore, this serves as the incentive for AI developers to engage in the Code of Practice. The AI office established a committee of independent academics and industry experts to draft the Code, and they are divided into four working groups covering areas such as transparency and copyright, risk mitigation and evaluation, and governance.

Participation, as McNamara explained in the process, is considered strategic by all major tech companies, all of whom are represented in the online drafting platform. There are amongst a thousand other stakeholders across civil society and industry who have made their contributions to each version of this Code of Conduct, which is being developed. Deadlines for contributions have been extremely short, mostly just weeks, including a brief two-week period to make submissions on the first draft before the second draft was being developed, and that two-week period fell over the Christmas period in Europe.

The Code will likely be the most comprehensive public document in the world detailing responsible practices for powerful AI models in the world.

McNamara acknowledged that India, like Europe, is grappling with the challenge of balancing technological development with the protection of copyright holders and content creators' income. He emphasized that there's a general consensus against a scenario where creators—whether news journalists or artists—are deprived of revenue from their work due to its unauthorized use by others.

According to McNamara, many believe this current model is unsustainable, as it could stifle human content creation, including journalism and creative arts. He highlighted the importance of human judgment in news sources, a trust built over decades, which risks being undermined by general-purpose AI. Specifically, creators whose work is subject to copyright cannot currently determine what materials are used to train AI models. This lack of transparency prevents them from claiming compensation for the use of their work or even verifying if their work has been used at all.

Read More:<a href="https://www.storyboard18.com/how-it-works/meity-secretary-s-krishnan-on-ai-enforcement-and-news-publishers-role-in-driving-quality-content-57856.htm" rel="noopener" target="_blank">MeitY Secretary S. Krishnan on AI enforcement and news publishers' role in driving quality content</a>

Read More:<a href="https://www.storyboard18.com/how-it-works/member-of-the-european-parliament-brando-benifei-ai-content-needs-transparency-rules-57921.htm" rel="noopener" target="_blank">Member of the European Parliament Brando Benifei: AI content needs transparency rules</a>

EU's Michael McNamara: Key challenge in AI regulation is balancing innovation with copyright protection

The landscape of digital media, and media in general, has been significantly impacted by the development of artificial intelligence, according to Brando Benifei, Member of the European Parliament who talked about the AI act in Europe at Storyboard18 DNPA Conclave 2025, in New Delhi on February 27.

"AI has introduced new ways of working in the media sector, enabling the creation of generative content while also raising concerns about authenticity. To protect the creativity of writers, designers, musicians, and other creatives, it is essential to establish transparency rules regarding AI-generated content. This is a major challenge for the media industry—to prevent the spread of fake news and deceptive materials that could be exploited for disinformation or criminal activities," Benifei said.

"To ensure proper and credible information while safeguarding creativity, we need clear regulations. The AI Act aims to foster trust in AI development by mitigating risks, such as the use of bad data in AI training, cybersecurity vulnerabilities, and the lack of human oversight. Some particularly harmful AI practices, such as emotional recognition in workplaces and educational institutions or the use of biometric cameras without regulation, must be restricted to prevent mass surveillance and protect individual freedoms. These are among the key areas we have chosen to regulate, and we are now in the process of implementing these measures," he added.

While addressing the recent Paris AI Summit, where India and several other major countries participated, Benifei said, "We discussed the future of AI regulation and the possibility of finding common ground. While every country does not need to adopt legislation identical to the EU’s AI Act, there is a need for shared principles on crucial issues—such as transparency in AI-generated content and protections for creatives. These concerns are particularly relevant to the media and creative industries, as they help defend human creativity and combat excessive disinformation."

Beyond media, global AI safety remains a critical issue, acknowledged Benifei. "We must establish common rules to address high-risk AI applications, cybersecurity threats, and AI’s use in warfare, which poses extreme dangers. Just as international regulations exist for chemical and nuclear weapons, we need global agreements on military AI use. At the same time, we must collaborate on using AI for the greater good—ensuring that AI-driven advancements remain accessible and beneficial to society," he suggested.

"To achieve these goals, global cooperation is essential. Strengthening partnerships between regions like Europe and India will be particularly important, given India’s thriving digital sector. Collaboration between the media industries of both regions can help identify challenges and develop effective solutions. Together, we can work towards greater transparency, security, and certainty for content creators while also protecting against disinformation and supporting the media landscape," he concluded.

Read More:<a href="https://www.storyboard18.com/how-it-works/member-of-the-european-parliament-michael-mcnamara-key-challenge-in-ai-regulation-is-balancing-innovation-with-copyright-protection-57924.htm" rel="noopener" target="_blank">Member of the European Parliament Michael McNamara: Key challenge in AI regulation is balancing innovation with copyright protection</a>

Member of the European Parliament  Brando Benifei: AI content needs transparency rules

Insurance comparison application PolicyBazaar leveraged the generative Artificial Intelligence which became a game-changer for the company in boosting the customer engagement. 

During the Storyboard18 DNPA Conclave, PolicyBazaar's Chief Marketing Officer Sai Narayan shared details about how the "AskPB" idea was generated-- company's chatbot for users inquiring about insurance-related information.

Narayan said, "Earlier, people would visit our website and application and submit queries about health insurance, such as, 'I have a pre-existing disease; how does that affect cover?' Then, 24 hours later, someone would manually read and respond to the questions. Later, we collated those queries and responses and used AI to generate auto-responses to specific questions. We created AskPB property, and now more users engage with us. AI has increased the speed of response and more engaging for the consumer".

<a href="https://www.storyboard18.com/how-it-works/mibs-ashwini-vaishnaw-at-storyboard18-dnpa-conclave-govt-working-for-fair-compensation-for-media-houses-57836.htm">MIB’s Ashwini Vaishnaw at Storyboard18 DNPA Conclave: Govt working for fair compensation for media houses</a>

Narayan said PolicyBazaar uses both embedded AI and generative AI in its daily operations to boost customer acquisition and efficiency.

<a href="https://www.storyboard18.com/how-it-works/without-fair-compensation-quality-journalism-will-be-compromised-sanjay-jaju-57851.htm">Without fair compensation, quality journalism will be compromised: Sanjay Jaju</a>

PB Fintech, parent company of PolicyBazaar, reported a 92 percent growth in net profit at Rs 72 crore in the December quarter of fiscal year 2025, aided by the strong performance of new health and life insurance policies.

PB Fintech’s revenue from operations grew 48 percent year-on-year to Rs 1,292 crore. Its revenue stood at Rs 871 crore in Q3 of the previous year.

<a href="https://www.storyboard18.com/how-it-works/meity-secretary-s-krishnan-on-ai-enforcement-and-news-publishers-role-in-driving-quality-content-57856.htm">MeitY Secretary S. Krishnan on AI enforcement and news publishers' role in driving quality content</a>

PB Fintech’s total insurance premium stood at Rs 6,135 crore with new core online insurance premium growing by 44 percent while the new health and life insurance premium growing by 47 percent.

On Thursday, the company roped in Amitabh Dewan to oversee its large corporate risk business.

CMO Sai Narayan on how PolicyBazaar leveraged AI for customer engagement

In the era of Artificial Intelligence, Dabur India's VP in Marketing, Rajiv Dubey explained how the company utilized an AI tool to regain consumers' confidence at the Storyboard18 DNPA Conclave, held on Friday in New Delhi.

Dubey recounted that when the Dabur honey brand was embroiled in a controversy over its authenticity, they used a tool called "Brandwatch" to distinguish between the noise and reality surrounding their honey product.

Dubey said the company realised that the consumer's confidence in the brand overpowered the noise. 

<a href="https://www.storyboard18.com/how-it-works/global-top-researchers-involved-in-assessing-67-proposals-for-domestic-ai-foundational-model-abhishek-singh-meity-57866.htm">Global top researchers involved in assessing 67 proposals for domestic AI foundational model: Abhishek Singh, MeitY</a>

"By using the AI tool, we generated insights and converted that into communication for masses," Dubey added. 

According to Dubey, Dabur India is placing significant emphasis on AI technology, including research demand forecasting, marketing, advertising, and optimizing spending. Dubey said the AI usage also helps retain consumers. However, when it comes to selling products, Dubey admitted that AI is not yet advanced enough to do so.

<a href="https://www.storyboard18.com/how-it-works/meity-secretary-s-krishnan-on-ai-enforcement-and-news-publishers-role-in-driving-quality-content-57856.htm">MeitY Secretary S. Krishnan on AI enforcement and news publishers' role in driving quality content</a>

Notably, Dabur India, in its third quarter reduced its spending on advertisement and promotion by 7.2 percent to Rs 226.72 crore in Q3 FY 25 from Rs 244.54 crore in Q3 FY 24.

The consolidated net profit of the science-based Ayurveda major witnessed a marginal increase of 1.85 percent in the December quarter to Rs 515.82 crore versus 506.44 crore in the corresponding quarter in the last fiscal. Dabur's consolidated revenue jumped 3.1 percent to Rs 3,355 crore.

Dabur India's Rajiv Dubey explains how honey regained consumer trust with AI

As artificial intelligence continues to reshape the media landscape, industry leaders gathered on Thursday at the second edition of the Storyboard18 DNPA Conclave to examine both the opportunities and the challenges that come with this technological transformation.

<a href="https://www.storyboard18.com/how-it-works/mibs-ashwini-vaishnaw-at-storyboard18-dnpa-conclave-govt-working-for-fair-compensation-for-media-houses-57836.htm">MIB’s Ashwini Vaishnaw at Storyboard18 DNPA Conclave: Govt working for fair compensation for media houses</a>

Mariam Mammen Mathew, chief executive of Manorama Online and chairperson of the Digital News Publishers Association (DNPA), highlighted AI’s role in democratizing the industry by lowering costs and allowing smaller media houses to compete with larger organizations. Yet, she maintained that technology cannot replace human creativity. “There is nothing out there that lacks a human touch,” Mathew said. “And if AI is involved, there is always a disclaimer for readers and consumers.”

Puneet Singhvi, chief executive of Network18 Digital and president of corporate strategy at Network18, described the AI revolution in digital media as a double-edged sword, evoking both enthusiasm and concern. While AI can enhance efficiency—particularly in video production and podcast creation, Singhvi stressed the importance of integrating traditional and digital media in ways that maintain editorial integrity.

Puneet Jain, chief executive of HT Digital, acknowledged AI’s usefulness in generating headlines and summaries but voiced concerns over the absence of clear regulatory frameworks. “Everyone is creating news, and multiple digital platforms are distributing it,” Jain said. “The editorial standards used by each vary—some are inconsistent, others nonexistent. Without a policy framework defining roles, responsibilities, and editorial standards, misinformation could become an even bigger problem.”

The rapid expansion of AI in journalism has been staggering. Pawan Agarwal, deputy managing director of the Dainik Bhaskar Group, noted that just two years ago, ChatGPT was the dominant AI tool. Today, he said, an average newsroom or creative team relies on as many as 40 to 50 different AI-powered platforms.

Agarwal also highlighted a significant shift in the internet’s evolution, from an open web where information was freely exchanged to a landscape increasingly controlled by AI-driven content aggregators that often obscure sources. He argued that the government must step in to enforce transparency, ensuring proper attribution of content and delineating between open web access for public service and commercial exploitation.

Echoing these concerns, Anil Malhotra, head of public and regulatory affairs at Zee Media Corporation, noted that technological advancements frequently outpace regulatory responses. In light of AI-driven threats such as deepfakes and fabricated content, Malhotra called for urgent regulatory measures to safeguard information integrity.

Jain concluded with a call for a structured approach to AI’s integration in newsrooms, advocating for verified and credible news sources to help readers make informed choices. He also stressed the necessity of disclaimers on AI-generated content to prevent manipulation, along with a policy framework that fosters collaboration rather than fragmentation within the industry.

As AI continues to redefine journalism, the discussions at the conclave underscored a pressing need for balancing innovation with responsibility—a challenge that media organizations and policymakers will have to navigate in the years ahead.

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