How AI Is Rewriting the Media Business

AIQ TALKS: Puneet Gupt, COO, Times Internet and Mayank, Founder & CEO, ADROSONIC

AI is changing more than how media companies produce content. It is reshaping how audiences discover information, how newsrooms understand behaviour and how businesses build value around attention. For digital media, the opportunity is to use AI across the value chain without compromising the trust that makes journalism valuable.

In this episode of TOI AIQ Talks, Puneet Gupt and Mayank discuss how AI is transforming media distribution, personalisation, content production and the economics of digital audiences.

The Front Door of Media Has Changed

Digital media moved the entry point to news from a single homepage to individual stories, fundamentally changing how audiences discover content. AI now takes this further by analysing content and user behaviour to determine what information reaches which audience, across feeds, notifications and newsletters.

For media organisations, personalisation is becoming less about increasing content volume and more about improving relevance at scale.

AI Is Moving Into the Media Workflow

AI is also reducing the time and effort required to adapt content across formats. Translation, content repurposing, video and podcast creation can increasingly be supported by AI, allowing media teams to respond faster to changing consumption patterns.

Times Internet’s approach reflects a broader enterprise shift: integrating AI into production, advertising and sales rather than treating it as a standalone technology experiment. The same principle applies across industries, where AI creates greater value when embedded directly into existing workflows and business objectives.

Trust Remains the Differentiator

As AI lowers the barriers to content creation, established media organisations have another advantage: brand credibility, distribution and audience trust. That makes responsible AI adoption critical, particularly when algorithms influence what audiences see.

Human editorial review remains part of that equation, ensuring speed and personalisation do not come at the expense of accuracy, context or diversity of information.

The conversation points to a defining shift for media: AI is becoming infrastructure for how content is created, distributed and monetised, while trust remains the asset technology cannot manufacture.

About AIQ Talks

AIQ Talks, The Times of India’s thought leadership series, brings together business and industry leaders to examine the impact of AI across sectors. As the AI Knowledge Partner, ADROSONIC contributes to the series through conversations led by Mayank, Founder & CEO.