AI, Chatbots & Machine Learning Power Up Personalised PR Strategies

Technology experts believe that the pandemic has accelerated today’s digital boom around the globe, redefining how businesses operate.

“The transformation that was supposed to happen in the next 10 years has happened so drastically today because of the pandemic,” said Ajeh Maharaj, Head Corporate Communication & PR, Fortis Healthcare at the BW Marketing World Excel Summit & Awards 2023.

Ena Chakravorty, Vice President, Communication, PR & CSR, Roadis further emphasised that technology is embedded in every aspect of everyday life. “Earlier, when we used to talk about PR, per se, we knew that the media consumption frequency was once a day, but with the kind of evolution that has happened, it's about now,” she stressed.

Chakravaorty underlined that technology has to be embedded aptly into the strategies to ensure that PR professionals are talking to their customers, as well as hearing what they have to convey.

“It's no more a monologue that we are communicating to them and just sending out the message to them, it's about hearing them, engaging with them that is how the whole transformation has happened and technology like AI, chatbots and machine learning are helping the PR professionals strategise in unique ways to target audiences,” she highlighted.

Amisha Sharma

BW Reporters The author is a Trainee Correspondent at BW Businessworld