The Next AI Battle Is Distribution, Not Creation: Loti AI Cofounder

Artificial intelligence (AI) has dramatically lowered the barriers to creating, translating and distributing content. But as synthetic content floods the internet, platforms are increasingly grappling with how to prevent recommendation systems from amplifying harmful, misleading or infringing material. 

For Hirak Chhatbar, cofounder and CTO of Loti AI, this is one of the most important problems the AI industry needs to solve.

Speaking at Inc42’s AI Summit 2026 during a panel discussion titled ‘Algorithms, Attention & Distribution In The AI Era’, Chhatbar argued that the AI safety debate must extend beyond model training to also address how content is surfaced, recommended and distributed online.  

Chhatbar said the rapid growth of AI-generated content is creating a phenomenon often described as “model collapse”, where synthetic content increasingly feeds back into AI systems and influences future outputs.

According to him, the issue is not limited to the quality of training data but also involves the downstream effects of recommendation engines, which shape what users are exposed to online. 

“A piece of data could be a really good source of training data but at the same time it’s a piece of false information, it’s a piece of harmful information, it’s a piece of sensitive information that shouldn’t be there on the internet in the first place,” he added.

Chhatbar said Loti AI leverages facial and voice recognition technologies to help public figures detect and remove infringing content online. He argued that the industry’s focus should shift towards preventing harmful content from reaching discovery systems rather than mitigating its effects after dissemination. 

“We need to figure out a way to make sure that recommendation systems do not pick up this data in the first place. We are kind of trying to scan the entire internet every day. We try to identify the content that is infringing or violating someone’s likeness or proprietary information and we try to take it down,” he added.

The panel, moderated by Karthik Prabhakar of PeerCapital, also explored how artificial intelligence is changing content creation and distribution.

Pratilipi cofounder Sankaranarayanan Devarajan said the startup is using AI to translate stories across Indian languages and repurpose them into formats such as audio and comics while significantly reducing production costs.  

However, he said Pratilipi continues to rely primarily on human creators for core content creation, seeking to balance AI-driven efficiencies with user trust, content quality and intellectual property ownership. 

Siddhant Goswami, cofounder and CTO of 100xEngineers, noted that while AI has demonstrated superhuman capabilities in areas such as mathematics and coding, human judgement remains critical in domains where outcomes are difficult to measure or verify. 

As AI becomes increasingly embedded in content ecosystems, the panellists agreed that scale alone will not be enough. The ability to safeguard identity, ownership and authenticity would ultimately determine which platforms and companies earn and retain user trust in an increasingly algorithm-driven internet. 

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