At FICCI Frames 2025, a thought-provoking discussion unfolded on how artificial intelligence is transforming the landscape of media, storytelling, and audience engagement in India.

The session, titled ‘The AI-Powered Media Revolution: From Personalization to Interactive Storytelling’ and held on October 7, brought together key industry voices who are leading this evolution.

The speakers were Bharath Ram, Chief Product Officer, JioHotstar; Shweta Bajpai, Group Director – Finserv, Media, Travel and Services, Meta India and Siddharth Shekhar, Head of Industry for Tech, Media & Telecom, Google India. The session was moderated by Abira Dhar, Entertainment Editor, NDTV.

The panel delved into how AI is moving beyond traditional recommendation engines to shape the next era of interactive and participatory content experiences. The conversation highlighted the growing intersection of technology, creativity, and audience behavior — where personalization gives way to active participation and co-creation.

Speaking about the growing influence of homegrown innovation, JioHotstar’s Ram said, “The biggest advantage of developing AI solutions in India is the ability to iterate fast, learn fast, and build products rooted in local sensibilities.”

He emphasized that JioHotstar’s in-house teams were pioneering AI applications that cater specifically to the diverse tastes and viewing habits of Indian audiences.

Ram shared that JioHotstar’s extensive catalogue — from popular titles like ‘Special Ops’ and ‘Bigg Boss’ to festive specials such as ‘Janmashtami’ and ‘Ram Navami’ — serves as a testing ground for exploring how AI can enhance viewer engagement and advertising outcomes.

“Our AI allows us to explore the full catalogue, understand what truly captures the viewer’s imagination, and connect brands to audiences more meaningfully,” he explained. He added that the platform’s predictive models are already helping advertisers reach their desired audiences with greater precision and measurable results.

The discussion also explored how AI is shaping a new kind of fandom culture, where audiences want to be part of the narrative rather than just passive consumers.

Ram noted, “People no longer just want to consume content; they want to be part of it. The future lies in building interactive experiences that let fans express their passion for the shows and characters they love.” He hinted at JioHotstar’s upcoming initiatives aimed at deepening audience participation across its entertainment IPs.

As the panelists shared their insights, it became clear that India’s media and entertainment industry is entering a new chapter — one where AI enables platforms to move from personalization to participation, and from consumption to creation. The convergence of technology and storytelling is not only enhancing viewer engagement but also redefining how brands interact with audiences in the digital age.

With homegrown innovation driving this transformation, platforms like JioHotstar, Meta, and Google are shaping a future where Indian creativity meets cutting-edge technology to tell stories that resonate both locally and globally.