During the 2025 Maha Kumbh, a significant Hindu pilgrimage in India, Amar Ujala launched an innovative AI chatbot named Sarathi. This digital assistant aimed to enhance pilgrims’ experiences by providing instant information and support. Sarathi was designed to address the specific needs of attendees, offering details on rituals, schedules, and logistics. Pilgrims reported increased satisfaction due to the chatbot’s efficiency and accessibility. Amar Ujala’s initiative highlights the potential of AI in improving user engagement during large-scale events. The success of Sarathi suggests future applications of similar technology in other religious gatherings. This experiment not only boosted audience interaction but also showcased how media can leverage tech innovations for community service.