Artificial intelligence is steadily reshaping how audiences discover, watch and engage with content, said Kiran Mani, CEO – Digital, JioStar, speaking at the Indian Digital Summit 2026 organised by Internet and Mobile Association of India (IAMAI) in Bengaluru on Thursday.
In a session moderated by Delshad Irani, Mani said the current phase of AI feels similar to the transition from BlackBerry devices to smartphones, when technology became more intuitive and user-friendly. He said AI is now doing the same for content consumption by making experiences faster, simpler and more natural for users.
Mani said the biggest shift is taking place at the consumer level. AI is reducing the effort required to find content by responding to real-time behaviour such as pausing, skipping, searching or asking questions, rather than relying only on age, location or past viewing habits. This is helping shorten the long browsing cycles viewers often go through before choosing something to watch.
He added that AI is also making second-screen behaviour more seamless. Viewers can now access information such as actors, characters, match statistics or key moments without leaving the main screen, allowing curiosity to blend naturally into the viewing experience.
Highlighting India’s diverse media environment, Mani said AI solutions must work across a wide range of devices, from connected TVs in urban homes to affordable smartphones in smaller towns. According to him, the key challenge lies in scaling intelligence across millions of screens rather than building advanced tools for a limited set of users.
On the content creation side, Mani said AI is lowering entry barriers for storytellers. Projects that earlier required large budgets can now be visualised and produced more efficiently, enabling creators to focus on ideas. He noted that the line between premium and short-format content is fading, with strong storytelling finding audiences regardless of length.
“Good stories don’t need to be long to be impactful. A short format can be just as powerful if the idea connects,” Mani said.
Responding to concerns about AI replacing jobs, Mani said the technology is changing roles rather than eliminating them. By handling repetitive tasks, AI is allowing creative professionals to focus on higher-value work. He said some of the most promising developments are happening where creative teams collaborate closely with technologists.
From a platform perspective, Mani said the focus is moving from being present on every screen to becoming intelligent across screens. Real-time analysis of content is making it possible to surface relevant information, highlights and interactions while viewers are still engaged.
He also said interactivity is becoming increasingly important. Features such as voting, meme creation and interactive tools are encouraging audiences to participate more actively. Mani noted that viewers often engage in creative ways that platforms may not anticipate.
Personalisation is also evolving, he said. Instead of placing users into fixed segments, AI is learning from moment-to-moment behaviour, making recommendations feel more relevant and less repetitive.
Looking ahead, Mani identified conversational AI and voice-led experiences as key growth areas. He said future media experiences will move beyond voice search towards more natural, dialogue-driven interactions as voice, text and video converge.
Ultimately, Mani said success in the AI-driven media landscape will be measured by real-world impact rather than technology adoption alone. “If we can turn every screen into a meaningful interaction and help creators build more sustainable careers, we would have genuinely moved the industry forward,” he said.
In a session moderated by Delshad Irani, Mani said the current phase of AI feels similar to the transition from BlackBerry devices to smartphones, when technology became more intuitive and user-friendly. He said AI is now doing the same for content consumption by making experiences faster, simpler and more natural for users.
Mani said the biggest shift is taking place at the consumer level. AI is reducing the effort required to find content by responding to real-time behaviour such as pausing, skipping, searching or asking questions, rather than relying only on age, location or past viewing habits. This is helping shorten the long browsing cycles viewers often go through before choosing something to watch.
He added that AI is also making second-screen behaviour more seamless. Viewers can now access information such as actors, characters, match statistics or key moments without leaving the main screen, allowing curiosity to blend naturally into the viewing experience.
Highlighting India’s diverse media environment, Mani said AI solutions must work across a wide range of devices, from connected TVs in urban homes to affordable smartphones in smaller towns. According to him, the key challenge lies in scaling intelligence across millions of screens rather than building advanced tools for a limited set of users.
On the content creation side, Mani said AI is lowering entry barriers for storytellers. Projects that earlier required large budgets can now be visualised and produced more efficiently, enabling creators to focus on ideas. He noted that the line between premium and short-format content is fading, with strong storytelling finding audiences regardless of length.
“Good stories don’t need to be long to be impactful. A short format can be just as powerful if the idea connects,” Mani said.
Responding to concerns about AI replacing jobs, Mani said the technology is changing roles rather than eliminating them. By handling repetitive tasks, AI is allowing creative professionals to focus on higher-value work. He said some of the most promising developments are happening where creative teams collaborate closely with technologists.
From a platform perspective, Mani said the focus is moving from being present on every screen to becoming intelligent across screens. Real-time analysis of content is making it possible to surface relevant information, highlights and interactions while viewers are still engaged.
He also said interactivity is becoming increasingly important. Features such as voting, meme creation and interactive tools are encouraging audiences to participate more actively. Mani noted that viewers often engage in creative ways that platforms may not anticipate.
Personalisation is also evolving, he said. Instead of placing users into fixed segments, AI is learning from moment-to-moment behaviour, making recommendations feel more relevant and less repetitive.
Looking ahead, Mani identified conversational AI and voice-led experiences as key growth areas. He said future media experiences will move beyond voice search towards more natural, dialogue-driven interactions as voice, text and video converge.
Ultimately, Mani said success in the AI-driven media landscape will be measured by real-world impact rather than technology adoption alone. “If we can turn every screen into a meaningful interaction and help creators build more sustainable careers, we would have genuinely moved the industry forward,” he said.
