INSIGHTS

Introduction : On AO3 right now, there are thousands of stories being built around Sherlock Holmes, Jane Austen's Elizabeth Bennet, and half the Marvel roster, written by fans who own none of the source material. On Wattpad, Indian readers do the same thing with Chulbul Pandey from Dabangg, Bajirao from Bajirao Mastani, and the extended universe of Yash Raj Films. Both sets of writers are doing something identical: borrowing a character someone else invented and taking it som

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