AI will be central to building a more accountable and trustworthy media measurement ecosystem: Tata Elxsi

As media consumption fragments across television, OTT, connected TVs and digital platforms, audience measurement is becoming increasingly complex. In this interview, Nitish Kumar, Global Practice Head – Technology, Tata Elxsi, discusses how artificial intelligence is transforming media measurement by enabling cross-platform audience insights while ensuring transparency, explainability and trust. He also explains why governance, human oversight and responsible AI will be critical to the future of advertising and audience analytics.