With artificial intelligence (AI) transforming newsrooms across the world, Kalli Purie, vice chairperson of the India Today Group, underscored that the right approach is not to be fearful of new technology but master it by jumping in feet first.

In a wide-ranging interview at the FICCI Frames 2025, Purie asserted that the biggest benefit of AI was that it takes out the monotony and helps do away with repetitive tasks like transcriptions.

"AI is a new technology and being fearful of it is not going to help. You have got to jump in feet first and get to the depths of that technology and master it before it masters you," she said in a session titled "Credibility in the age of chaos and media's role in shaping India's identity".

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