At Wan-Ifra Digital Media India (DMI) 2026, Puneet Gupt, COO, Times Internet, gave an insightful presentation on navigating the AI era and putting too much focus on chasing the algorithm, drawing on practical strategies and lessons from the media house’s approach to innovation, audience engagement, and sustainable digital success.
The focus so far, he said, has been too much on following the algorithm and traffic (from Big Tech) and less on building organic audiences. To keep pace with the algorithm, there is carpet bombing of content, leaving the audience puzzled and fatigued.
“We never introduced ourselves to the audiences, didn’t build a relationship with them. We didn’t address them or their pain points but just followed the algorithm… 50 to 70% of traffic is from the algorithm, and that’s not something to cheer about,” he cautioned.
Elaborating on the use of AI, Gupt said artificial intelligence can be used as a revenue driver, innovator, to optimize sales and productivity in employees, and give media houses the fast-mover advantage.
Citing examples from the group, he said Times Internet uses AI in videos, ads; in the astrology section, to enhance user experience and generate AI summaries. etc. The sections that extensively use AI are ET Prime, MasterClass, TimeAstro, TimeHealth, TOIHomes, TOIMoney, etc
“Use AI to fight the AI threat,” he said, adding there is a need to move from clicks to commitments and from selling eyeballs to leveraging trust,” Gupt said.
Summing up, he said media houses should know their readers, use AI to fast-track, and do things in a better way. “AI is not content; it is a new operating system,” he concluded.
(A detailed report will be published in IPP’s August Issue)
