New Delhi, May 20 -- As AI generated content floods the internet, concerns around trust, credibility and accountability are becoming central to conversations in digital media and advertising. Speaking at the MMA IMPACT India 2026 event, Puneet Jain, CEO of HT Digital, warned that AI is not building trust online but instead "consuming" the credibility created over decades by publishers and journalists.

During a panel discussion titled "The Future of Discovery: Why Publishers Matter More in the Age of AI", Jain and Deepit Purkayastha argued that the rise of synthetic content is slowly weakening the public's confidence in digital information.

According to Jain, more than half of the indexed content in some online categories is now syntheti...