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The role of AI in shaping tomorrow’s workforce

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The rapid advancement of AI technologies, particularly in recent years, has sparked both excitement and concern about their potential to replace human roles across various sectors. Tools like ChatGPT have demonstrated the ability to perform tasks that were once the exclusive domain of humans, such as writing, coding, and even creative endeavours like photography and editing. As AI continues to evolve, it raises a pressing question: Can AI truly take over human jobs, and if so, what does that mean for the future of work?

The introduction of tools like Chat GPT, Sora, GitHub and others has given us a peek into how AI can change the way we live and work. The tasks that used to take hours or days can now be completed in minutes. And this is just the beginning. As AI evolves, we will enable humans to take over multiple roles across fields. In industries like customer service, technical writing, and content creation, AI is already making inroads by handling routine inquiries, drafting reports, and even brainstorming creative ideas. ChatGPT and its peers are reducing the need for human labour in some areas, demonstrating AI’s potential to take on roles that involve knowledge-based work.

How well is AI doing our jobs?

At this very moment, 57 per cent of content on the internet that exists is generated by AI, according to a study by Amazon Web Services. Another report by Forbes stated that 90 pet cent of content on the internet will be generated by AI by 2025. Automation in manufacturing has already replaced many manual jobs with robots capable of performing tasks faster and more efficiently than humans, reducing costs and increasing productivity.

The field of programming, once seen as an impenetrable domain for AI, is now being influenced by it. Advanced AI tools can write code, assist in debugging, and automate repetitive tasks, making development cycles faster and more efficient. Companies are leveraging AI to handle everything from boilerplate code generation to automating the testing process, reducing reliance on entry-level programmers.

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AI is also making headway into creative areas like photography and editing, once thought to be immune to the impact of AI. In photography, AI-powered tools can automatically edit images, adjust lighting, and enhance photo quality, removing much of the manual labour involved in post-production. Video editing, too, is being streamlined by AI, which can cut and arrange footage based on pre-set preferences. AI is also creating music, providing voice assistance, teaching some of the hardest subjects and many more things across many industries. If we assume AI is going to take over every industry at the same rate, most of the jobs we have today will be taken over by AI sooner than expected.

The reality of AI taking over our jobs

While some jobs will inevitably be automated and taken over, AI is more likely to reshape roles rather than eliminate them entirely. The World Economic Forum’s Future of Jobs Report highlights that by 2025, AI could replace 85 million jobs, but it is also expected to create 97 million new ones. This shift shows that the focus will be on changing the types of jobs people do, rather than reducing the number of jobs overall.

Moreover, no company can run entirely on AI. A recent incident of Microsoft’s “Blue Screen of Death” showed the dangers of over-reliance on technology. A faulty update from CrowdStrike caused a global outage, disrupting hundreds of planes, hospitals, trains, offices, and more. It was a clear reminder of the risks of depending too much on AI or any technology. To truly benefit from AI’s potential, we must combine its strengths with human oversight, ensuring a balanced approach as we move forward. From what we have seen so far, “AI won’t replace human jobs but the people who can use AI could replace them”. With evolving technology and workplaces continuously streamlining operations, we will need to adapt to the technology and upskill ourselves to become more efficient.

Conclusion: Will AI take over?

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AI is undoubtedly transforming industries and changing the way we work, but a complete takeover of human roles remains unlikely—at least for now. While AI excels in automating tasks and replicating certain aspects of creativity, it cannot fully replace human ingenuity, empathy, and emotional understanding. The future of work will likely see a blend of AI and human collaboration, where AI handles repetitive and technical tasks, and humans focus on creative, strategic, and emotionally driven roles. As AI continues to advance, it’s crucial that employees and companies adapt, ensuring that the benefits of AI are harnessed while preserving the unique qualities that only humans can bring to the table.

The article has been authored by Mudrex CEO & co-founder Edul Patel.
 

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Netflix India names Rekha Rane director of films and series marketing

Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names

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MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.

Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.

A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.

At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.

Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.

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Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.

Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.

The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.

For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.

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Orient Beverages pops the fizz with steady Q3 gains and rising profits

Kolkata-based beverage maker reports stronger revenues and profits for December quarter.

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MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.

For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.

Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.

On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.

The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.

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Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.

The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.

In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.

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Washington Post CEO exits abruptly after newsroom cuts spark backlash

Leadership change follows layoffs, protests and a bruising battle over trust.

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MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.

Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.

The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”

The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.

Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.

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Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”

Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.

Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.

According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.

While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.

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As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.

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