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Harnessing the Power of Gen AI: A Media Perspective by Amrit Thomas at Cypher 2023

Amrit Thomas from Zee Entertainment explores the ethical and creative dimensions of Generative AI in the media industry, advocating for responsible implementation at Cypher 2023.

In a thought-provoking session at Cypher 2023, Amrit Thomas from Zee Entertainment delved into the transformative potential of Generative AI (Gen AI) in the media industry. Thomas’s talk was a comprehensive exploration of the challenges, ethical considerations, and future prospects of Gen AI, offering a nuanced understanding of this disruptive technology.

The Human-Machine Interface

Thomas emphasized the concept of the human-machine interface, where AI serves as a tool to enhance human creativity. He argued that AI should not be seen as a replacement for human creativity but rather as a new paintbrush that artists can use to make their work better.

Ethical Considerations

One of the key points Thomas discussed was the ethical considerations surrounding Gen AI. He touched upon issues like intellectual property, biases, and the need for responsible AI guardrails. Thomas argued that while AI can bring biases to life by using existing data, it’s essential to embed ethics and responsibility at the heart of AI design.

The Role of Collaboration

Thomas also highlighted the importance of collaboration, especially in the Indian context. He mentioned that unlike the Western world, Indians are far more collaborative and collective, which can be leveraged for good in the AI domain.

Creativity and Biases

Addressing a question from the audience about biases in creativity, Thomas acknowledged that biases could exist in the data sets and in human actions. However, he emphasized that recognizing these biases and working on them can mitigate their impact. He also mentioned that diversified teams and a responsible AI design process can help in this regard.

Regulation and Responsibility

Towards the end of his talk, Thomas discussed the need for regulation in the AI space. He mentioned that as evangelists of this technology, it’s crucial to play a role in evolving regulation as a force for good. He also touched upon the concept of “reward hacking” with autonomous agents and acknowledged that while solutions have not yet been found, he is confident that they will be.


Amrit Thomas’s session at Cypher 2023 was a deep dive into the ethical and practical considerations of implementing Gen AI in the media industry. His insights serve as a valuable guide for any organization looking to leverage AI responsibly while also unlocking new avenues for creativity.

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