New Delhi, Feb. 11 -- The amendments to India's information technology (IT) rules introduce strict guidelines for AI‑generated content. They require social media platforms to prominently label AI content and take down non‑compliant content within two to three hours.

The rules have made platforms safer for creators amid recent legal complaints from top YouTubers like Payal Gaming, Bhuvan Bam, and SlayyPoint. However, creators who rely on AI tools worry about reduced reach for their labelled content and see the framework as stringent. Some are even considering a pivot from AI‑heavy formats.

Experts say the changes in the rules will significantly impact India's over Rs.4,500‑crore creator economy. Mint unpacks the d...