Published on: May 21, 2026
On May 21, 2026, the second day of Goafest 2026 opened with a rigorous examination of the industry’s most talked-about technology. The session, ‘AI Washing: The Truth About AI’, presented by Mediakart in association with The Times of India and Vijas Digital, moved beyond the hype to ask a critical question: Are organizations truly AI-first, or are they simply adopting tools?
The panel was moderated by Shubhranshu Singh (Effie LIONS Foundation & Forbes Most Influential Global CMO 2025) and featured three key perspectives on how AI is reshaping business, creativity, and media.
Read more: Reset for Growth: Inside the High-Octane Kickoff of Goafest 2026
Gulrez Alam, Chief Revenue Officer at Affle, anchored his insights in the principle of “garbage in, garbage out.” He argued that AI is only meaningful when it delivers results and efficiency, stating that “creativity and planning mean little without outcomes.”
Alam shared a powerful metaphor for the industry: data must evolve from a “rearview mirror” into a “GPS.” Looking forward, he noted that AI will move beyond screens into wearables and AI-powered glasses, enabling an “zero to fast” world where intent and emotions are understood instantly. He also highlighted a future challenge for advertisers: the need to identify genuine human audiences in an online world increasingly dominated by bots—including those working on behalf of humans.
Niraj Ruparel, Creative Technology Lead at WPP & WPP Media, focused on AI as an engine for rapid prototyping and innovation. He emphasized that technology is democratizing access to creativity, especially for underserved and rural audiences through immersive 3D and spatial experiences.
However, Ruparel maintained that technology alone is insufficient. He stated firmly that “human creativity and original thinking will remain the true differentiators.” In his view, India’s AI future will be driven by scalable platforms, but its success will rely entirely on the collaboration between creative teams, technologists, strategists, and the end consumer.
Smriti Mehra, CEO of English and Business News at Network18, addressed the transformation of the media landscape. She noted that news is moving from mere information dissemination to “intelligence-led storytelling” that is more personalized and multilingual.
Crucially, Mehra noted that despite the buzz, most companies are still in the “experimental or partially deployed stage” of AI adoption. She warned that the media will continue to question and verify corporate claims to call out “AI washing.” As the digital ecosystem evolves, she predicted that premium experiences may move behind paywalls and that brands will face a growing struggle to engage the “remaining genuine human audience” in an increasingly automated world.
