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DIGITAL, WE HAD SMART. THOSE ERAS COME AND GO. THE NEXT ERA IS GOING TO BE INTELLIGENT «
He emphasises the possibilities this can present in terms of accessibility for viewers often sat at the bottom of a broadcaster’s priority list. “In India, there are many AI models that are trying to become regional content players – because there’s no AI model that’s been trained across Marathi and Haryanvi, or some of these local languages in India – of which I believe there are over 30.” Who’s really in control? AI has been controversial from day dot. But the continued emergence of agentic opportunities brings with it chances of a fresh start when it comes to the pressure points around privacy, data and human involvement. We’ve heard the term software as a service (SaaS) thrown around in the media-tech landscape for quite some time, but HFS recently coined a new spin on the old phrase. “We trademarked service as a software,” Chugh explains, “as opposed to the commonly used version. The idea is for human expertise to become the core of an organisation, while AI becomes the scaling agent or accelerator, which provides a value jump and can unlock the ‘DREAM’ framework’.” Keeping humans in the loop is a common assertion when it comes to AI adoption. But Chugh offers an addendum to this take.
“I would say there needs to be a human at the end of the loop, where humans can govern these agents. They can close the loops which are started by the AI agents and also manage them throughout their lifecycle. What’s happening right now with pilots is that a lot of organisations are creating agents and running them throughout the enterprise, but nobody is monitoring them.” Chugh breaks down the ‘DREAM framework’ in his report, where the ‘D’ is about defining your vision, while the ‘M’ is about measurable business outcomes. “This is so important,” he expands, “because a lot of CEOs think of AI as a magic wand that, once implemented, solves all of their workflow inefficiencies.” Minaricova echoes Chugh’s opinion: “People should absolutely stay in the loop and make sure they don’t rely solely on AI. A way of looking at it is that humans have, over the years, become increasingly comfortable with autonomy. A good example is flight travel, which now largely relies on autopilot. Despite this, you always want to have that human there to make those critical decisions.” Fears around privacy and personal data is one of AI’s most pervasive roadblocks. Neal emphasises why the partnership between RedSquid TV and Fetch.ai has come at such a key time, particularly due to these concerns. “Telco operators like BT, Vodafone, Virgin Media – they all spent a fortune digging up roads to run fibre into our
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