During a press conference for the upcoming ITA Awards, Shashi Ranjan weighed in on the growing influence of artificial intelligence in entertainment, asserting that while AI is advancing rapidly, it will never replace genuine human talent. He offered a clear and confident stance: “AI only fails when there is talent… artificial intelligence cannot produce talent… AI cannot replace or stop talent.”
Ranjan acknowledged AI as a powerful technological force—one that’s here to stay—but he emphasized its limitations within creativity. “AI is a science or technology which is going to come and one cannot stop it, but I don’t think so in terms of creativity that AI has much to do… it will add something to the present bouquet, as it should… but we will still need pure good talent and that is irreplaceable.” According to him, while AI may elevate technical aspects such as visuals and production quality, the heart of any great program will always be human ingenuity.
Addressing how the Indian Television Academy fits into this evolving landscape, he added, “ITA is a platform… a bouquet… where all sorts of talent and creative person will be recognized and awarded on this platform.” In other words, regardless of technological shifts, ITA’s mission—to honor excellence—remains unchanged.
Founded in 2001 by Anu and Shashi Ranjan, the ITA Awards continue to stand as one of the most prestigious recognitions in Indian television, film, and web content. As the industry embraces new tools like AI, Ranjan’s perspective serves as a reminder: technology may enhance creativity, but it can never replace the creators themselves.
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