Quick Take
- India Today Group appoints Nilanjan Das as first Chief AI Officer to lead newly formed AI Lab
- Group already deployed AI news anchors and AI-generated content across broadcast, print, digital platforms
- Direct C-suite reporting structure signals AI as core business strategy amid declining ad revenues
- Samkhya Edamaruku promoted to Group Managing Editor – Production for AI collaboration
- Move positions group competitively as Indian media faces rising content costs and shifting consumption patterns
India Today Group announces strategic AI leadership appointments as media companies nationwide struggle with declining traditional advertising revenues.
India Today Group has named Nilanjan Das as its first Chief AI Officer, establishing a direct C-suite position focused on artificial intelligence transformation across the media company’s platforms. The appointment comes as Indian media houses grapple with mounting pressure from declining traditional advertising revenues and rapidly changing digital consumption habits.
According to media reports, Das will lead newly formed AI Lab, focusing on AI-first capabilities to transform content creation, distribution, and monetization strategies. The group has already launched AI news anchors and AI-generated content across broadcast, print, and digital verticals under his guidance[1][2].
STRATEGIC LEADERSHIP RESTRUCTURING
“Nilanjan is perfectly poised to lead our Artificial Intelligence agenda across platforms,” said Vice Chairperson Kalli Purie. “Over the past few years, he has been at the forefront of integrating AI into our newsroom and content ecosystem. From AI news anchors to AI pop stars, from AI-powered films for TV to covers for India Today magazine, he has done it all.”
The direct reporting structure to top leadership indicates the group sees AI as a core business strategy rather than just a technical upgrade. Das will work with editorial, technology, and business teams to scale AI adoption across the organization.
Meanwhile, Samkhya Edamaruku has been promoted to Group Managing Editor – Production, where he will oversee style templates for all channels and collaborate closely with the AI Lab on production innovations, according to company memos[2].
MARKET PRESSURES DRIVING INNOVATION
Media companies across India face unprecedented challenges as digital consumption patterns shift rapidly. Traditional revenue models are under strain, making operational efficiency and content personalization critical for survival.
“I am keen to explore new, engaging ways to connect with our audience,” said Edamaruku. “My collaboration with the AI Lab will focus on seamlessly integrating advanced technology into our production processes to enhance viewer experience.”
The integration of AI in Indian newsrooms remains largely experimental. Most media companies are testing basic automation tools, but few have established dedicated AI leadership at the C-suite level, giving India Today Group a potential competitive advantage.
INDUSTRY TRANSFORMATION TEMPLATE
The appointments reflect a broader shift in media strategy as companies seek sustainable models in an evolving landscape. India Today Group’s approach combines traditional media expertise with emerging technologies, potentially serving as a template for other Indian media houses modernizing without compromising editorial credibility.
Edamaruku will work directly with the AI Lab to create cutting-edge showcases. This collaboration between production and AI teams could establish new industry standards for content creation efficiency and cost management.
Industry observers note the timing coincides with increasing investor interest in media-tech convergence. Companies successfully integrating AI into operations may find enhanced access to funding and strategic partnerships.
COMPETITIVE POSITIONING FOR FUTURE GROWTH
The appointment of a dedicated Chief AI Officer underscores that effective AI integration requires specialized leadership beyond traditional IT functions. Das brings extensive experience in media transformation, having previously pioneered AI news anchors and multi-platform AI-generated content within the organization.
The group’s investment in specialized leadership roles demonstrates a proactive approach to remaining competitive in the Indian media landscape as AI technology continues evolving. These strategic appointments position India Today Group to navigate both challenges and opportunities presented by technology’s expanding role in media operations.
According to company statements, the very nature of news consumption is changing, and India Today Group aims to lead this transformation by ensuring a blend of traditional media practices with cutting-edge technology innovation.
