India's largest media firms are building, and using AI tools with gusto

'Script GPT has been built by us using OpenAI and 1.3 mn variables, which include character archetypes, plot twists, etc'

The evil Damini traps Radha in a walk-in freezer. Radha struggles over 10 hours in real time and over 30 episodes on air in Pyaar Ka Pehla Naam: Radha Mohan a daily show on Zee TV. What would this scenario do to viewership? That is the question Zee TV’s business head Aparna Bhosle and her team asked ScriptGPT — the company’s proprietary AI (artificial intelligence) assistant to script writing. 

ScriptGPT said the show’s viewership would drop by 36 per cent because one of the main character’s interaction with family would reduce to nothing. Since it was too late to change the