India Today Group is making a strategic leadership shift that could transform how Indian media companies approach technology integration. The media giant has appointed Nilanjan Das as its first Chief AI Officer (CAIO), signaling a serious commitment to artificial intelligence-driven innovation across its platforms. Nilanjan Das will lead the newly formed India Today AI Lab, focusing on building AI-first capabilities to transform content creation, distribution, and monetization.
Das will lead the newly formed India Today AI Lab, tasked with building AI-first capabilities to reshape content creation, distribution, and monetization. His mandate focuses on building AI-first capabilities to transform content creation, distribution, and monetization. The group has already launched AI news anchors and AI-generated content across broadcast, print, and digital verticals under his guidance.
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.”
Why It Matters Now
Media companies across India face mounting pressure to innovate as digital consumption patterns shift rapidly. Traditional revenue models are under strain, making operational efficiency and content personalization critical for survival.
Das will report directly to top leadership and collaborate with editorial, technology, and business teams to scale AI adoption across the organization. This direct reporting structure suggests the group views AI as a core business strategy rather than just a technical upgrade.
Samkhya Edamaruku has been promoted to Group Managing Editor – Production. He will oversee style templates for all channels, innovate platform-agnostic storytelling formats, and collaborate closely with the AI Lab on new production innovations.
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.”
Market Impact in India
India Today Group’s move comes as media houses nationwide struggle with declining traditional advertising revenues and rising content production costs. The group’s AI initiatives could provide a competitive edge in cost management and audience engagement.
The integration of AI in newsrooms is still experimental in India. Most media companies are testing basic automation tools, but few have dedicated AI leadership at the C-suite level.
Edamaruku will work closely with the AI Lab to create cutting-edge showcases, as reported in company memos. This collaboration between production and AI teams could set new industry standards for content creation efficiency.
Strategic Advantage
The appointments reflect India Today Group’s commitment to future-facing leadership and its intent to remain agile in a rapidly evolving media environment. The group aims to position itself as a leader in media-tech convergence through these strategic leadership appointments.
For this role, Das will work directly with Vice Chairperson Kalli Purie and closely partner with editorial, technology, and business teams to accelerate AI adoption and innovation across the organization.
Das brings extensive experience in media and a strong track record of AI-led transformation within the organization. His previous work includes pioneering AI news anchors and creating AI-generated content that spans multiple platform formats.
What Business Leaders Should Know
The appointment of a dedicated Chief AI Officer role underscores that AI integration requires specialized leadership beyond traditional IT functions. Media companies considering similar moves should note the direct reporting structure and cross-departmental collaboration model.
The group’s approach combines traditional media expertise with emerging technologies. This blend could serve as a template for other Indian media houses looking to modernize without losing editorial credibility.
Industry observers noted that the timing of these appointments coincides with increasing investor interest in media-tech convergence. Companies that successfully integrate AI into their operations may find it easier to attract funding and partnerships.
The very nature of news consumption is changing, and India Today Group aims to lead this transformation effectively. They are committed to ensuring a blend of traditional media practices with cutting-edge technology, according to company statements.
These leadership changes position India Today Group to navigate the challenges and opportunities presented by technology’s increasing role in media. As AI continues to evolve, the media house’s investment in specialized leadership roles demonstrates a proactive approach to staying competitive in the Indian media landscape.
