The move comes at a time when AI tools are rapidly reshaping how content is created and distributed. From automated video editing to generative visuals and voice, the gap between access to tools and actual skilled usage is still significant in India. This initiative attempts to address that gap by focusing on structured, industry-aligned training rather than surface-level exposure.
Information and Broadcasting Minister Ashwini Vaishnaw said the programme is aimed at “strengthening AI capabilities” across creative industries including AVGC and media technology, while helping build “future-ready skills” and supporting India’s position as a global content hub.
From the platform side, Gunjan Soni said the partnership is about making creators “fluent in the tools of tomorrow,” adding that AI can help them tell better stories and reach wider audiences.
Google also positioned this as part of its broader India push. Shekar Khosla said the goal is to equip creative professionals with “specialised AI skills” and see how they apply these tools in real-world scenarios.
IICT CEO Vishwas Deoskar framed the initiative as a shift from awareness to actual capability, noting that the programme is designed for “practical, real-world application of AI across content creation, production, and distribution.”
The programme will run in two phases. The first focuses on foundational AI skills, where all 15,000 participants get access to Google Career Certificates and generative AI learning paths. The second phase moves into specialisation, with hands-on training in storytelling, AI tools, and YouTube-focused best practices, delivered through a hybrid model across key creative hubs.In a broader sense, this also aligns with India’s push to scale its digital economy and creative exports. While the country already has a large base of creators, monetisation and production quality still vary widely. Structured AI training could help standardise output and improve competitiveness globally, especially as platforms like YouTube increasingly reward high-quality, AI-assisted content.
This builds on the earlier “Create with AI” programme and signals a more serious attempt to bring AI into the core of content creation workflows. If executed well, it could move the conversation from experimenting with AI tools to actually building a workforce that knows how to use them effectively.
