INSIGHTS

Introduction : What if you could witness the famous Indian victory over the ‘unbeatable’ West Indies in the 1983 World Cup final in a completely different way? Ultra-High-Definition streaming quality, multi-angle synthetic replays, virtual camera movements that never existed, and commentary from your favourite modern-day commentators. Surely an exciting prospect, right? Synthetic Broadcast Replays, a technological extension of ‘synthetic broadcasts’ originated in Australia in

Introduction : Picture this. A marketing staff member writes a presentation for a new product launch that takes him 3 weeks to create. She uses a personal laptop, uploads drafts to a personal Google Drive folder, uses an AI writing assistant to review drafts and sends versions to colleagues for their feedback via WhatsApp. Six months later, she starts working for a competitor. Now, her previous employer claims the ownership of the presentation. But, she argues that it was don

Introduction : Social media has changed the relationship between people and brands. A decade ago, brand engagement was largely driven by purchasing products through advertisements or recommendations from trusted people. Today, consumers actively participate in shaping and promoting a brand's identity through memes, digital illustrations, aesthetic edits, social media pages and other countless forms. These creative spaces, commonly referred to as fan- created brand communities

Introduction The rapid advancement of Artificial Intelligence has fundamentally disrupted the creative ecosystem. Tools such as ChatGPT, DALL-E, Midjourney, and Suno AI are today capable of generating text, images, music, poetry, legal briefs, and cinematic script outputs that are, in many cases, indistinguishable from human-created works. These AI systems do not merely assist human creativity; they independently generate original creative output with minimal or no human auth