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Prasoon Joshi: AI Changes Creator's Role, Not Human Creativity's Need
- •Prasar Bharati Chairman Prasoon Joshi believes AI will change the creator's role but not eliminate human creativity, speaking at FICCI Frames.
- •Joshi suggests commercial creativity may become about choosing from AI-generated options, potentially distancing creators from the art-making process.
- •He distinguishes between AI's reliance on existing data and human capacity for the "unexpressed," which AI cannot replicate.
- •Joshi emphasizes that work created with "shuddhi" (sincerity) endures longer than that based solely on "buddhi" (intellect), citing examples like "Lukka Chuppi."
- •Authenticity, personal experience, and regional identity are crucial for connecting with audiences and creating lasting work, according to Joshi.
Key Questions Answered
Prasoon Joshi stated that commercial creativity might become a process of choosing from AI-generated options using platforms like Midjourney and Suno. While this changes how ideas are selected, he cautioned that it creates distance between creators and the process of making art.
Joshi noted that AI works primarily with existing data, which represents what has already been expressed or spoken ("Jo kaha ja chuka hai, wo data hai"). In contrast, he argued that human beings possess a vast, unexpressed space ("avyakta") that remains outside current datasets and gives humans an ongoing advantage.
Joshi cited the song "Lukka Chuppi" from Rang De Basanti as an example of work created with sincerity and purity of intent ("shuddhi") rather than just intellect ("buddhi"). Although it was not considered a major hit initially, it grew organically and remained relevant over the years.
