AI can be very productive says Vipul Agarwal of Mugafi at The India Global Forum

On Day 2 of the India Global Forum, a thought-provoking session titled “Immersive, Innovative and Inspiring Media”explored how India is embracing digital opportunities to emerge as a global creative leader.

The session featured a dynamic panel including Mohnisha Advani, CEO of Emmay Entertainment; Vipul Agarwal, Founder & CEO of Mugafi; and Shweta Bajpai, Group Director India, Meta. The discussion was centered on the evolving role of technology—particularly AI—in the media and entertainment space.

When asked about the relevance of AI in today's creative landscape, Vipul Agarwal emphasized the importance of adopting new technologies, “you can’t escape from any new technology. We had internet that enabled creation of facebook. Currently 65 percent of studios abroad are using AI while producing content. Escaping will only delay the success that one can have by using the technology. It can be very productive with right laws in place.”

Addressing AI’s place in creativity, Mohnisha Advani said, “There is definitely space for technology in the creative field. AI is a new tech toy we’re all still learning to use. It’s empowering, but what’s more important is the set of rules that govern how we use it.”

On the conversation around what META is doing differently to use issues like deepfake, Shweta said, “At Meta, we believe that no matter which AI model companies or individuals choose, the data should be their own. Deepfakes are a major red flag. We use facial recognition technology to scan paid ads and block malicious content at the source. We’re also working closely with the Ministry of Information and Broadcasting, I4C, and MeitY to shorten response timelines. Our human-enabled team has a four-hour turnaround time dedicated to managing these issues. In the UK and now in India, we've launched a collaborative initiative called FIRE—a community-based effort to share information and combat scams at the source.”

The session concluded on an optimistic note, with all panelists agreeing that while AI presents challenges, its potential to transform creativity and innovation is vast—provided it’s harnessed responsibly.