It took a minute for Malhaar Rathod, then an aspiring teenage actress, to realise what the 65-year-old Indian film producer was asking her to do -- and to make the decision to walk away.
"He claimed he had a part for me and then asked me to lift my top. I got so scared, I didn't know what to do at first," said Rathod, now an up-and-coming television star.
Her experience with what is euphemistically known as Bollywood's "casting couch" culture underlines the challenges facing anyone seeking to break into India's massive, insiders-only film industry, where the #MeToo movement has secured few wins.
After #MeToo triggered the downfall of top Hollywood powerbrokers like Harvey Weinstein and Kevin Spacey, many women in Bollywood spoke up about their experience of sexual harassment, breaking a long-established culture of silence.
The Indian industry has largely looked the other way however and many of the alleged perpetrators have been able to revive their careers after lying low for a few months.
Movie-mad India is the world's largest producer of films, with around 1,800 releases a year in multiple languages, easily dwarfing Hollywood's output -- but forging a career in the nepotistic industry can be a challenge.
Unlike the children of celebrities who are groomed for stardom and tailor-made debuts, outsiders have to fend off lecherous men and contend with a gruelling routine of auditions and rejections.
- 'Dream come true' -
"It's very difficult to crack Bollywood if you don't have connections. No-one is going to offer you a launch, you have to do small parts and work your way up," actor Paras Tthukral said.
"I have done all kinds of jobs to survive. Worked in a call centre, in corporate gifting, marketing, you name it," Tthukral, who moved to Mumbai in 2008 and has since appeared in two TV shows and a couple of films, added.
"An alternative career would have been easier for sure... but being an actor is a dream come true."
Rathod is one of the lucky ones. After her early brush with the casting couch, she is now a familiar face to Indian viewers, appearing in advertisements for global skincare brands including Garnier and Dove.
The sole breadwinner for a family of five including two younger sisters, she has managed to make inroads into television with a part in the hit show Hostages on India's Disney-owned streaming platform Hotstar.
The 25-year-old is hoping to see that success translate to the silver screen, following in the footsteps of film stars such as Preity Zinta and Deepika Padukone who began their Bollywood career with advertisements.
But she is keenly aware that it could all disappear in a flash.
"Waiting to hear back about roles has given me sleepless nights," she said, adding that she has recently turned to prayer and meditation in a bid to calm her mind.
"You can't have too many expectations, otherwise you will be perpetually disappointed."
For every success story, there are tens of thousands of aspiring actors who fail to make it into the big leagues.
Even so, more and more people are joining their ranks, lining up for auditions in Mumbai's northern suburbs where Bollywood's major studios are based.
- Thrill of acting -
Casting director Girish Hule said the number of actors vying for roles in the adverts he handles has more than doubled since 2014.
"I have even come across doctors and engineers who quit stable jobs because they wanted to act," he said.
"Years go by waiting for the big break. People go back home or take up other jobs in the industry, working as stylists or assistant directors or in casting.
"In some cases, people spend five years, appearing at around 500 auditions and never get an acting job."
The glitz and glamour notwithstanding, finding success in Bollywood comes with plenty of challenges -- from battling sexual harassment to spending months out of work.
"In the beginning, I was too scared to even tell my mom when someone misbehaved, because I thought my family would stop me from pursuing acting," Rathod said.
"I am so glad #MeToo happened here -- before that, it was just going on and no-one was talking about it," she said, referring to sexual harassment in the industry.
For Tthukral, who is well-versed in the ups and downs of the business, the risks are secondary to the thrill of acting, which he compares to a drug.
"My parents don't understand how I live -- they just want me to settle down and run their business.
"Part of me wants that too, it would be an easier life," said the 34-year-old, who moved back to his hometown of New Delhi this summer.
But then he added, "I will return when I have made some money."
"I will be somebody. I don't know when the break will come but it will come."
AI can make thousands of podcast episodes every week with very few people.
Making an AI podcast episode costs almost nothing and can make money fast.
Small podcasters cannot get noticed. It is hard for them to earn.
Advertisements go to AI shows. Human shows get ignored.
Listeners do not mind AI. Some like it.
A company can now publish thousands of podcasts a week with almost no people. That fact alone should wake up anyone who makes money from talking into a mic.
The company now turns out roughly 3,000 episodes a week with a team of eight. Each episode costs about £0.75 (₹88.64) to make. With as few as 20 listens, an episode can cover its cost. That single line explains why the rest of this story is happening.
When AI takes over podcasts human creators are struggling to keep up iStock
The math that changes the game
Podcasting used to be slow and hands-on. Hosts booked guests, edited interviews, and hunted sponsors. Now, the fixed costs, including writing, voice, and editing, can be automated. Once that system is running, adding another episode barely costs anything; it is just another file pushed through the same machine.
To see how that changes the landscape, look at the scale we are talking about. By September 2025, there were already well over 4.52 million podcasts worldwide. In just three months, close to half a million new shows joined the pile. It has become a crowded marketplace worth roughly £32 billion (₹3.74 trillion), most of it fuelled by advertising money.
That combination of a huge market plus near-zero marginal costs creates a simple incentive: flood the directories with niche shows. Even tiny audiences become profitable.
What mass production looks like
These AI shows are not replacements for every human program. They are different products. Producers use generative models to write scripts, synthesise voice tracks, add music, and publish automatically. Topics are hyper-niche: pollen counts in a mid-sized city, daily stock micro-summaries, or a five-minute briefing on a single plant species. The episodes are short, frequent, and tailored to narrow advertiser categories.
That model works because advertisers can target tiny audiences. If an antihistamine maker can reach fifty people looking up pollen data in one town, that can still be worth paying for. Multiply that by thousands of micro-topics, and the revenue math stacks up.
How mass-produced AI podcasts are drowning out real human voicesiStock
Where human creators lose
Podcasting has always been fragile for independent creators. Most shows never break even. Discoverability is hard. Promotion costs money. Now, add AI fleets pushing volume, and the problem worsens.
Platforms surface content through algorithms. If those algorithms reward frequency, freshness, or sheer inventory, AI producers gain an advantage. Human shows that take weeks to produce with high-quality narrative, interviews, or even investigative pieces get buried.
Advertisers chasing cheap reach will be tempted by mass AI networks. That will push down the effective CPMs (cost per thousand listens) for many categories. Small hosts who relied on a few branded reads or listener donations will see the pool shrink.
What listeners get and what they lose
Not every listener cares if a host is synthetic. Some care only about the utility: a quick sports update, a commute briefing, or a how-to snippet. For those use cases, AI can be fine, or even better, because it is faster, cheaper, and always on.
But the thing is, a lot of podcast value comes from human quirks. The long-form interview, the offbeat joke, the voice that makes you feel known—those are hard to fake. Studies and industry voices already show 52% of consumers feel less engaged with content. The result is a split audience: one side tolerates or prefers automated, functional audio; the other side pays to keep human voices alive.
When cheap AI shows flood the market small creators lose their edgeiStock
Legal and ethical damage control
Mass AI podcasting raises immediate legal and ethical questions.
Copyright — Models trained on protected audio and text can reproduce or riff on copyrighted works.
Impersonation — Synthetic voices can mirror public figures, which risks deception.
Misinformation — Automated scripts without fact-checking can spread errors at scale.
Transparency — Few platforms force disclosure that an episode is AI-generated.
If regulators force tighter rules, the tiny profit margin on each episode could disappear. That would make the mass-production model unprofitable overnight. Alternatively, platforms could impose labelling and remove low-quality feeds. Either outcome would reshape the calculus.
How the industry can respond through practical moves
The ecosystem will not collapse overnight.
Label AI episodes clearly.
Use discovery algorithms that reward engagement, not volume.
Create paywalls, memberships, or time-listened metrics.
Use AI tools to help humans, not replace them.
Industry standards on IP and voice consent are needed to reduce legal exposure. Platforms and advertisers hold most of the cards here. They can choose to favour volume or to protect quality. Their choice will decide many creators’ fates.
Three short scenarios, then the point
Flooded and cheap — Platforms favour volume. Ads chase cheap reach. Many independent shows vanish, and audio becomes a sea of similar, useful, but forgettable feeds.
Regulated and curated — Disclosure rules and smarter discovery reward listener engagement. Human shows survive, and AI fills utility roles.
Hybrid balance — Creators use AI tools to speed up workflows while keeping control over voice and facts. New business models emerge that pay for depth.
All three are plausible. The industry will move towards the one that matches where platforms and advertisers put their money.
Can human podcasters survive the flood of robot-made showsiStock
New rules, old craft
Machines can mass-produce audio faster and cheaper than people. That does not make them better storytellers. It makes them efficient at delivering information. If you are a creator, your defence is simple: make content machines cannot copy easily. Tell stories that require curiosity, risk, restraint, and relationships. Build listeners who will pay for that difference.
If you are a platform or advertiser, your choice is also simple: do you reward noise or signal? Reward signal, and you keep what made podcasting special. Reward noise, and you get scale and a thinner, cheaper industry in return. Either way, the next few years will decide whether podcasting stays a human medium with tools or becomes a tool-driven medium with a few human highlights. The soundscape is changing. If human creators want to survive, they need to focus on the one thing machines do not buy: trust.
By clicking the 'Subscribe’, you agree to receive our newsletter, marketing communications and industry
partners/sponsors sharing promotional product information via email and print communication from Garavi Gujarat
Publications Ltd and subsidiaries. You have the right to withdraw your consent at any time by clicking the
unsubscribe link in our emails. We will use your email address to personalize our communications and send you
relevant offers. Your data will be stored up to 30 days after unsubscribing.
Contact us at data@amg.biz to see how we manage and store your data.