Use Artificial Intelligence Tools Effectively in Public Relations: Principal Secretary & DG Brijesh Singh

Mumbai : In today’s technology-driven era, artificial intelligence (AI) is emerging as a powerful tool in management and communication. Public relations is a field that operates on trust, and technologies like AI and ChatGPT have brought about significant changes. Tools such as AI, ChatGPT, and Canva are now widely available — one must learn how to use them effectively. By leveraging these technologies, the work in the public relations sector can become more efficient and impactful, said Brijesh Singh, Principal Secretary and Director General of the Directorate General of Information and Public Relations (DGIPR).

He was speaking as the keynote speaker on the topic “Responsible Use of Artificial Intelligence: The Role of Public Relations” during an event organized by the Public Relations Society of India (PRSI), Mumbai Chapter, at the Press Club of India, Mumbai, on the occasion of National Public Relations Day.

The event was also graced by guest speakers including Mukbil Ahmar, Executive Editor of The Economic Times; Anita Srivastava, Chief General Manager at Indian Oil and President of PRSI Mumbai Chapter; Rajesh Parida, Director of Corporate Affairs at Blenders and Distillers Ltd. and Vice President of PRSI Mumbai; Dr. Milind Avatade, Secretary; Amlan Mascarenhas, Treasurer; Daivata Patil, Professor at Mumbai University’s Mass Communication Department; along with several other dignitaries from the fields of journalism and public relations, and students from Mumbai University’s mass communication and journalism courses.

Brijesh Singh noted that while AI may not understand human emotions, it is highly effective in sentiment analysis and collecting feedback. “Technology is constantly evolving. Only those who keep learning survive. Today it’s AI; tomorrow, something else will come. If you have the mindset to learn and adapt, you’ll never fall behind,” he said. Singh emphasized that technologies like AI and ChatGPT have truly revolutionized the landscape — tasks that once required human intellect are now performed by machines, often more swiftly and accurately. But rather than fear these changes, professionals must see this as an opportunity to learn and prove themselves anew. “No machine can compete with human creativity, experience, and empathy,” he said. He highlighted how AI can instantly perform tasks such as translation, content writing, visual design, report generation, and social media post creation across different languages.

Singh also pointed out that AI is a completely new step forward in technology, as it is the first time a tool has the ability to make decisions. A computer can replace a typewriter, but it functions under human command. AI, on the other hand, learns by itself and makes autonomous decisions.

Mukbil Ahmar added that 60 countries around the world have formulated national AI policies. “So far, $142 billion has been invested in AI, and this figure is expected to reach $200 billion in the coming years. About 55% of companies already have AI boards, and 54% have appointed Chief AI Officers. This is not just a trend; it’s a revolution. AI is transforming every sector,” he stated.