AI must expand creativity while preserving trust, value for creators: Prabhat, Additional Secretary, I&B

Titled 'Who Owns the Future of Entertainment?: India, AI, and the Next Global Shift, the one-day seminar focused on how India can harness AI to strengthen its creative economy while safeguarding the rights and livelihoods of creators, according to the press release. The event was supported by industry partners AVIA, FFI, IBDF, IFPI, IFTPC, IMI, IMPAA, JioStar, PGI, TFCC, and WIFPA, and drew strong participation from across film, television, music, digital platforms, and advisory services. Prabhat, Additional Secretary, Ministry of Information and Broadcasting, said that from a public policy perspective, three objectives must be addressed together. AI, he emphasised, must be used to expand creativity, improve competitiveness, and preserve trust and rights, ensuring that innovation remains sustainable rather than fragile, as per the press release by FICCI. The opening session tackled the policy and regulatory questions raised by AI's rapid adoption across creative industries, including copyright, ownership, training data, attribution, and remuneration.

Chaired by James Cheatley, Vice President - VOD, Digital Affairs and Intellectual Property, Motion Picture Association, Asia Pacific, the discussion featured Dr. G. R. Raghavender, Senior Consultant, IPR and former Joint Secretary to the Government of India, DPIIT; Ameet Datta, Co-Chair of the FICCI IP Committee and Founder of ADP Law Offices; and Blaise Fernandes, President, IMI, among other senior experts. Highlighting the importance of copyright-led growth, Blaise Fernandes said, "At WAVES 2025, our Prime Minister, Shri Narendra Modi, set the benchmark for India's creative sector to power the Orange Economy to global heights. Any AI policy must ensure that the copyright sector is given the opportunity to unlock the value of copyright through voluntary licensing models. This is very important to reach global heights," as quoted in a press release by FICCI. James Cheatley emphasised what is at stake, saying, "AI is transforming every stage of the creative lifecycle. The policy decisions made now will shape how creators, companies, and markets evolve. India has a real opportunity to work in dialogue with industry to establish frameworks that support creativity, investment, and responsible technological growth," as quoted in a press release by FICCI. Mira Chatt, IFPI Regional Director (Asia), said: "The creative industries have stepped up to shape future opportunities for music and AI by pursuing voluntary licensing opportunities. Governments should support this by enforcing, not undermining, existing copyright laws to ensure a level playing field for creators, right holders and AI companies. It's a basic question of fairness. Right holders in India should be able to negotiate a license for the use of their music. This benefits the whole creative ecosystem and its future," as quoted in a press release by FICCI. The second session shifted focus to real-world application, examining how AI is already being deployed across scripting, music, animation, visual effects, and distribution.

Chaired by Vivan Sharan, Partner at Koan Advisory, the panel featured senior industry practitioners including Andrew Ure, Vice President, Global Affairs, Asia Pacific, Netflix; Akash Saxena, Chief Technology Officer, JioStar; Vikram Malhotra, Founder and Chief Executive Officer, Abundantia Entertainment; Pankaj Kumar Mishra, Head - Enterprise Technology Group, Sony Pictures Networks India, and others. Pankaj Kumar Mishra said, "AI in media and entertainment is not a single debate, it is a strategic set of choices across capability, economics, creativity, competitive advantage and governance. The technology is ready, the talent is here, and the market is massive; what will separate leaders is whether AI becomes just a faster way to do the same work, another round of cost or labour arbitrage, or a way to create what we have never been able to create before. Get that balance right, AI for speed, humans for soul, and India will be globally competitive, not merely globally present," as quoted in a press release by FICCI. The AI Impact Summit 2026 will take place in New Delhi from February 16 to 20 in New Delhi. (ANI)