 And thank you to the panelists for being here with us today to discuss this very interesting topic that seems to have gotten a lot of chatter, but yet there is still so much to be discussed. So while we all have seen AI seep into our lives, whether we like it or not, with very strong opinions about it, we are at a sort of a crossroads in the PR industry. Things can go two ways. We can either reject everything AI has to offer and settle in for the vintage era to set in or we can accept the AI benefits and move into a new uncharted future. So let's start with a peek into your perspectives on AI and the future of work in the PR industry. So Jagathi, let's start with you. Can you share with us your perspective on how AI is shaping the future of PR and communication? Hey, very good afternoon, everyone. So thank you so much, Tarunjit, for this question and starting with me. Let me start with a small story. I like the word vintage, you know? So the story goes back to a little vintage time where a kid comes back from school, must be five, six years old for a second standard and is very depressed, doesn't know what to do. Maybe it's end of life while I see. And the grandfather who's around in the house quickly notes and asks, what happened, child? The kid says, you know what? Today I saw someone copying in the exam. So, well, it's so sad. That person is going to have success and I slog my ass out and I may not be successful. The grandfather had a smile on his face and he said something so, so noteworthy is that don't worry. Copying is an art and not everyone can do it. This was such an existential question then and I think it's still persist. And by the way, no brownies to guess who the child was. It was me. Yeah, so it's so etched in my mind that, listen, let people copy, let people do GPT-ing around. But at the end of the day, dude, if you can't stitch the story together and if it doesn't sell to the audience and you don't get paid for what you are supposed to do, I think it's of no use. So, rightfully taking a cue from this, I would say that AI is definitely here to stay. And at the end of the day, it's upon us, the human mind, to make sure that we harness the power of AI appropriately. Awesome. Shaprit, what about you? I think taking on from something that, you know, Jagruti said that, of course, there's a tool and I do think it's a fast evolving technology and it really has the potential to make teams more productive and aligned. But the discretion and the judgment of the PR professionals doesn't go away. You know, I think that's gonna play a really important part in how we utilize AI to make, you know, bring more impactful results for our clients to make our own firms more efficient, maybe bring it more innovative and creative thinking, you know, into how we're servicing our clients. So I think there's a huge potential for AI and public relations to go hand in hand because it can create a faster turnaround time. You know, there's a crisis situation happening. You need some information very fast. AI can bring that out. What we would do on a Google search for two hours, you can probably get it in two minutes. But then how do we utilize that for personalization of communication? How do we use it to understand user behavior? You know, at H&K, we use Brandwatch, we use Global Well Index to understand data insights that are happening in the industry to understand consumer. But that personalization still comes from the PR professionals. And I think we can really, really efficiently use AI to maybe enhance the level of strategic thinking, creative content, brainstorming, and spend more time on those aspects by automating some tasks by using AI. Absolutely, so our jobs are secure. Deepika, would you like to add to that? Yeah, I think, Terjeet, I have, my answer is gonna be more from the other side of the table in terms of having been on Brandside and kind of having interacted with PR professionals. Now, some of the requests that goes from us marketeers to PR professionals is have author articles, have industry articles, and all of this end of the day requires a lot of research from the PR team to sort of put this together. It also requires a lot of research on what is happening in global markets to sort of also any thought leadership article that you're gonna write is gonna be more future looking than just finding out what is gonna be on Google. So while you can build a straw man or a skeleton for an article, essentially what makes it worth the time of the reader is the practical experience, is the fact that this is what I am going through here and now and these are the nuggets of my experiential wisdom that is gonna help the reader and that is what makes it enjoyable and rich in terms of knowledge. So I think whether it is PR, profit.com, whether it is press file, I think there are a lot of AI tools for my friends in PR to use, but I definitely do think that when an article will come to me, I will know, is this just done by AI or is my friend in PR, is there a hand in there? Because I know the signature. This is a very interesting point. I was a part of this discussion on a global platform earlier this week where a lot of agencies were concerned about transparency, confidentiality and plagiarism. Now, these have been a challenge in the current framework itself without AI, but with the free use of AI, how do you keep sensitive business information and data breaches from happening? Like you mentioned, this is a gut feel that you had been going by, but that gut feel might not be developed by just about everybody. So I'm gonna throw back this question to you, Diti. How do you prevent something like this happening? So I think for everybody who's probably watching this, I think it's important to understand how the process of PR works. End of the day, the company is giving a brief saying, let's say there's a product launch, right? This is what my product launch is. These are the details of the product. Or let's say I have a campaign launch, then the company is giving details on this is what my campaign launch is. Or let's say this is an announcement of a brand endorsement or it's a funding announcement, whatever it is, the brief actually goes from the company to the PRNC. It is not something that is already on internet. Like you can just quickly research and put something together. These are very, very specific information. So those are the details. You'll be very surprised. You'll be very surprised. We've received the RFPs, which are chat GPT copied and sent to us. Without even those, the copy icon is very prominent. And if you don't copy it from the copy icon, you actually get all the labels. So we've got RFPs, which have been complete chat GPT copy. So I would beg to differ. Taran, can you add something? Taran, can you add something here? You know, going on to what Deepthi was saying. See there, I mean, I'm a former journalist, right? So we take plagiarism very seriously. And I'm very, very gung-ho about giving credit where credit is due. But I think that is an issue that comes down to the kind of people that you have in your team and what our work ethic as PR professionals is. AI or no AI. Yeah. Our responsibility to do right by our client and even right by our teams or our own organization. So when it, I mean, if you can use chat GPT, I think it's completely okay for someone to use chat GPT to suddenly find 20 pieces of information in two minutes and save that one hour of Google search. But if you're going to copy paste that and send that to the client or have it published or use it in an authored article, that is not AI's fault. That's a people problem that we have down to finding the right people for us. Very interesting. Jagatthi? Yes, I would just like to say that thank God we vintage people are still around because it's difficult to hand hold this young generation and you know, that's for what is copied to what is not copied. I think vintage is going to be the theme of this conversation on absolutely. Gaurav, your perspective. Oh, you have addressed the fossil in the room. You'll be respect the grave for now. And this is an overwhelmingly women majority panel. So I had soft to exchange for media for this. About time? Yes, of course. Just a day or two after the women's reservation bill was passed. So congratulations. Awesome. But the one question whenever, you know, new technology, new things come into the picture, there are certain parameters and certain questions that we must ask. Is AI similar to the invention of wheel? Is it that big a deal? Is it as good as the invention of internet? Is it going to revolutionize or trans or be an agent of transformation? And if it is an agent of transformation, will it be like the invention of fire or electricity? How will it change our lives? That is the fundamental question. I think that we need to ask because we have been doing PR. We have been doing communication even when there was no technology to say. Agreed, but Raul, see this is a fact that it is changing our lives, whether we like it or not. When I think for the last five or 10 years, we've been cribbing about the quality of writing happening on both brand as well as agency, as well as sometimes even journalism as a field, right? When that has always been a challenge, how is it now with the advent of AI that is it's already impacting our lives, right? That was my next one. Like the key who can kind of identify this is copied from somewhere. This I know has not, this is not the writing style. But when this scenario is presented to us, keeping sensitive information in or preventing a data breach is becoming even more problematic, right? We do have confidentiality clauses within our agreements, et cetera, all of it, right? How do you enforce it? What I was saying is, one that it is going to be transformative, but we also have to be custodians of two things. One is ethics. That is a challenge that the leadership faces. Secondly, what is the kind of work culture that we are promoting? One, we all know, our gray hair does know, will stand us by, that we know the right workers from the wrong ones. We must not, and I emphasize on this point, that we must not promote the lazy ones from those. Ultimately AI is a tool for good work for a better governance, for better productivity, but it is a tool, it is an assistant. It cannot overwhelm the work culture that we wish to develop. With the advent of email also, with the advent of the internet also, the work culture is a leadership domain that is a challenge before the leadership. And that is where the leadership must come into play. And that is where say, it may be a big revolution, but that revolution, the direction of that revolution needs to be guided by the leadership. This is the point I was making. Very well, very well put. Jaapati and Suprit, you had something to add? Something along the lines of what he said, I mean, and what I said earlier that it eventually boils down to the ethics and what kind of, sourcing we want to offer. And I don't think that's an AI problem. That's a problem that can exist with various other things. Again, I'll go back to the days when I was a journalist, if there was news about a brand that came out and we wanted to find that information out, we would call every possible branch head, every employee who the friend of a friend of a friend and try to get information out. But to, and same for the PR agencies that we were dealing with, right? We'd call our friends in the PR agency and say, What is the leader thinking? But don't say anything. Give me some hints, I haven't published yet. You know, all of that, we've done it. We've all journalists do it. Everyone wants to find that information out. That's part of our KRA then. Now being on the other side, the part of the KRA is to make sure that your client's information, you treat it as your own and you hold it close to you and you treat it right and you do what is justice to it. AI can actually help you enhance it quite a bit. You can use social media listening tools to understand where the sentiment on the brand is going. Is it going in the right direction? If it's not going in the right direction, you can have it flagged to you at the right time. So you can take corrective action to turn things around for your client. Okay, you can use AI to understand your target audience. And I mean, use that information to work on something that can more effectively target that audience, right? So like he mentioned that, you know, AI is a tool. And if you use the tool right, we really can enhance what we're going to service our clients or how are we going to service our clients. What AI isn't is a shortcut essay writing, or theoretical writing tool. And that is now how it should be used. And that's not the only skill set that AI provides. It can be used like that. Like it can really deep dive into giving you insights, giving you data, saving you time on information. So you have more time for, you know, brainstorming and analyzing audience, analyzing sentiment, flagging off negative news. If we use, I mean, the spectrum of what AI can do for us to make us better pre-op professionals and actually increase value to our clients is huge. But yeah, I think we need to train our newer teams on how to utilize it. I think there needs to be, of course, the talk about ethics is flat out. That existed 10 years ago, 20 years ago, it exists right now. But it can be a transformational tool. I don't think it's a small peg that is going to come and go. I think it can become part of an everyday working SOP that you have to do faster, better work. You know... In fact, I'll agree with Shupri during my days of journalism as well as her. So I am trying to find that nexus in the panel itself. Awesome. So plagiarism was always looked down upon. Plagiarism was in the newsroom. If somebody plagiarized one sentence, it was, you know, that was the holy cow moment for many of us. And but I also agree with her that this is the compute with it is something that we must deliberate. And ethics come very heavily into the picture that we must emphasize on how ethics is going to play a role. Because that is something we'll decide the course for the future and we will be answerable to the future. Absolutely. And ethics also play a role in one of the points that you touched upon, Rafa earlier was biased, right? AI generated content, whether it's text, videos or pictures, we see a lot of people putting up mid-journey pictures nowadays, right? It's based on existing data. And as AI learns to think like humans, there is also a strong possibility it'll learn all our biases. And it's being prevalent in specially video and image context in currently and very soon, you know, internationally also people are seeing it creep into text format. Now as PR professionals where, especially in a profession where optics matter and we have worked very hard to create a strong positive inclusive reputation for a particular brand that we are working on. How do you think that the reputation industry can mitigate this particular risk of AI not copying our own biases? Jagruti, I'd like your inputs on this first. So Tarunji, interesting question once again. I'll take a step back to say one thing is that AI is going to help us save time for sure. It's like, you know, reading 100 books but not the books, the back page, the back cover of the book that gives you a gist of the topic. If that helps us well and good but tomorrow a well-researched perspective or ideation. For that, you have to read a book. You have to go get inside the book. You can't just rely on the back cover of the book. Now, answering your question, biases exist everywhere. I know, be it online offline with AI without AI. So at the end of the day, if the biases are so curled out with the reputation of the same ask and if that really sells, well, good, we party. It's a party time. But if it doesn't, I think that's a question we are asking. How to really do that? And I think to stay in the game and to, and stay in the game of reputation management whether it's personal or company reputation or a firm's reputation, either ways, I think authenticity and breaking through the clutter is going to help us. So that's when I say that change is the constant. So as we want to change and is the game, AI will also have to do the same thing. It's going to mirror the human mind. So as long as the human mind is alert and knows what is right and wrong and what sells and doesn't sell, I think that's where AI is going to be the body. Otherwise it could disrupt in a different way. So interestingly, when you mentioned this, it's the human mind that will need to be even more agile, more active, more alert to be able to deal with the AI challenge as well. However, with everybody talking about replacements, departments being replaced by AI, replaced by chat GPT for that matter, we've seen a certain amount of, there is a mood of the industry that is shifting towards possibly a doom scenario. Now, in your own teams, how do you think these changes are impacting employee morale and engagement? Chopri, it will start with you. You wanted to address the earlier question as well. So kind of related to that itself, I think one very important aspect, and maybe I'm a bit of an idealist over here and again, old fashioned in my thinking, but a very, very important part of working in any organization and a very important part of public relations is relationships, right? I mean, at the end of the day, PR and PR team is the extended team of the Corpcom. The Corpcom is the extended team of the leadership. Okay, there's a relationship, that's a human relationship and AI cannot, it can maybe think like us, like maybe let's say what you were saying does end up happening, right? That they're thinking, AI is thinking faster, it already knows how I write, it knows how I think, it knows I'm gonna take it out and like give the information out. But there is something about sitting together and discussing what's the next steps that the AI cannot do. This thing about picking up the phone when a crisis goes and being able to call a CEO that you spent three years building a relationship with and saying, okay, you know what, I know you don't wanna hear this from me, but I need you to trust me and this is what we're gonna do. And that is a long-term relationship building that we do with our teams, that our teams do with the Corpcom, that we as leaders do with the leadership of our clients and that I don't think is going anywhere. And like I said, maybe I'm an idealist over here, but I genuinely don't think that can be really replaced. And I think that's a very, very core of how the journalism, journalist, client, or slash brand and PR agency relationship network works. Absolutely, that's invaluable. It's still very, very core and very solid. That's invaluable. Thank you for that, Dipti. I actually wanted to react to what was being said earlier first in terms of AI picking on our biases. I have actually, and I'm sure all of us have seen recently about a food company which tagged a police on something which was just supposed to be, I would say a tweet and jest and was kind of drum-rolled and we all know the consequences of it. That was done by human, not by AI. So it doesn't matter. I'm gonna be a little bit of devil's advocate here and say, let's not all blame AI as humans, we are just so perfect and we're just doing it so well. I mean, come on, there are the whole reason why somebody wants to get an AI or a program is to avoid these very jarring errors that humans are doing. And I had something very similar in my own company where instead of replying to a DM, an employee actually commented on a post which was there to view for all of our 10,000 followers and I had to immediately tell them, listen, this is what you've done. So there are examples of errors that humans have done that somewhere you can program an AI to say, listen, remove biases, you can do that to a program but you cannot just talk to a human being and tell them to remove biases, it doesn't happen. So we learn worse than what an AI does. So there are definite advantages and I think there is a higher chance of AI not having biases than humans not having biases. So that needs to be- Very well put, said, but I also want to address your question on loss of jobs. I am a startup, I started seven months ago and then we had to get an art director. My creative director said, no need, I'll handle it. I got my journey, our AI director is called Vaidehi, V-A-I-Dehi and he started putting out these creatives and it was fun, it was great, the client was approving, everything went very well and now work has increased. He has no time to put Vaidehi into action. We need an art director. So it's not like jobs are gonna, eventually the jobs are gonna be there. But yes, will it help a startup like me who might not be able to afford 10 people, fast track, then yes. But eventually I do need a graphic designer to use Vaidehi and to kind of put these creatives in a way that can be presented to clients respectively. So what I really think is, look, here's what it is. The way we all learned Instagram, whether we liked it or not is a different question, but we had to, we didn't have options. The problem is when we behave like AI does not exist. The problem is when we behave like we don't need to learn AI. Well, that's how the solution. I think there's this wonderful channel called overpower.ai, run by Tanmay Bhatt on Instagram. I really recommend everybody to follow it because every day there's a new tool that's coming up. There are CG videos of top brands that are on LinkedIn that we're all, you know, lusting at and saying, wow, what a fabulous asset. Those assets were not gonna get created without AI. It's not like that asset took anybody's job. Nobody is doing that anyway, right? No, absolutely. You're very right. It's leveled the playing field for, let's say a lot of firms, especially when it comes to small, mid-size, and boutique firms to be able to play the game, be in the game, so to say, reducing the need for a large workforce. But, you know, when you're talking about this, it kind of, this question comes to mind. There is a very strong need for a proper framework and guidelines for communicators and for our PR industry as a whole. While we all spoke about ethics, and ethics is still a very well-debated topic in the entire PR industry, and it's a very thin line. With AI coming in, I think there is still a very strong need for communicators to form a guideline for the entire PR professional community to follow and adhere to. So do you think this is something that should happen one? And who should be taking this up? Should this be the government or a PR-apics body? Rahul, would like your views on this first. Thank you. In fact, let's not miss the artificial in AI. Okay. Let's not miss that, that's important. And I think that the government, certainly any new technology, which has the potential of revolutionizing the way we work, the way we perform, and the way we interact, has to have a say of the government. It must be regulated. It cannot go unchecked. It has huge potential. It has huge potential. And as I'll agree with Dipti, that we have made mistakes and blunders. Every war and every act of violence is an example of the fact that we have not learned from our past. So we must learn from our past and we must not let AI go unregulated, unchecked. Whether it is self-regulation, whether there is a need for a regulation by the government, because if it is unchecked, there is every chance of this being misused. Chronic capitalism is against a mistake of the human mind, but it does exist. So we will have to be very careful on how AI is helping us. And so therefore I do not rule out the fact that the government must have a role. To, we must also see to it how democratic, is it in any way going to democratize the way we function? Whether it is within the organization or outside of the government? Does it democratize? Does it empower? If these two fundamental points are in our minds, I don't think AI, after all this artificial, will go as planned. Okay, okay. That's a very optimistic view of it. And it's like, I agree, it's like a child that is being taught and I hope we teach it better. But let's get down to your personal integration of tech into your work. So what are the three top three AI tools that you have personally used, you've been impressed with and you've integrated in your daily work? Shuprit, let's start with you on that. So we kind of rely on a couple of our internal tools quite a bit. One is called brand watch. It's like a social listening tool and I think that's like an everyday tool for us. So we use it to see what key things is our client's brand being resonated with and how do we need to bring about a change? We also use it for measurement before and after campaigns to see did we actually manage to achieve the result in terms of having that brand resonation come alive. We use it to see where the client's sentiment in the market is, positive, negative, neutral, how much is it changing? Emotions, what emotions are tied to the brand? So these are something, this is something we use pretty much on a daily basis when we're working for our clients and definitely one before coming up with campaign ideas to see what information does it give it and then also after campaigns to measure if we actually manage to do what we intended to do for a client. There's also something called GWI where we use it to break down audiences for us, to understand which audience is relevant for the client. What are the personas? What are they interested in? What is influencing them? Most importantly, we want to know where are they getting the information? Where are they consuming their content and what is actually influencing them to cause a behavior change and see how we can use those insights and create a campaign that is not just a campaign for being out there, for being loud but actually having a change that takes it from brand recall to brand relationship. I know my teams have used chat GPT to take out information. Let's make that a constant that everybody's been using chat GPT. So that's one of the tools that you integrated. Let's talk about the two other ones. We also have something called Influence Plus and that helps us. I mean, there again, for all of these tools and I think there's going to summarize what all of us have already been discussing. These are tools that we use but there's a huge amount of human intervention after that data pull out. So Influence Plus helps us find the right kind of influencer that doesn't mean only big influencers. It's not dependent upon following numbers. It's dependent upon relevance. But again, we do a lot of human intervention for the next round of filtering. Same for brand watch, same for GWI. So yeah, we I think already have a good mix of human AI integration going on. We of course want to take it to the next level. So let's see. So brilliant. So from you, it's GWI and brand watch, right? Brand watch and Influence Plus, yeah. Dipthi, what about you? Sorry, so you've taken chat GPT out of the equation. So I'm going to leave that. Pepper.ai, which is a tool to write, add copies is definitely something that we have used. It also helps in SEO. I think chat GPT also helps in SEO. So Pepper.ai definitely is one. In fact, I want to say that the, if you go to decisionpinackel.com and the first image that comes to you is actually AI generated. It's generated from a tool called DeepAI. It's a text to image generator. So what I very specifically wanted was chess pieces, glass chess pieces, purple tint, gold tint, and AI throughout the perfect image for me with a couple of rounds of iteration. So DeepAI, which is a text to image generator. And of course, there's mid-journey for all of our VTO and imaging. You have given us four. Rahul. We use writeSonic, which is the alternative to chat GPT and in some shades a little better. So, but first of all, let me say there is no organizational push towards any of the AI tools. So hence, I'm asking you personally because I know organizations as a whole are still resistant towards your... So we are not resistant. We are walking cautiously. Cautiously, okay. Let me put it cautiously then. The tools that you have been impressed with and have integrated into your life. WriteSonic is great. Okay. The other one is pitch prefer. That again is something that people can use. And third, I suggest this to the young one is don't hesitate using Grammarly. Yes, perfect. Can I just say thumbs up to that one journalist? Journalist, proper journalist, journalist. I think in those days we used to rely on Thesaurus.com quite a bit and I was so happy when Grammarly came out because I was the generation when the internet just came out. So yeah, thumbs up on that one. Thank you so much. Thank you so much. Jagruti. Well, I would depend on all this through our agencies. So you provide the human intervention, right? Yes. I love the aggregators here. I'm confident it's very difficult to have all this on the system. So let me give you a different question. Let me give you a different question, right? So say you tell your leadership team, agencies, that the content that is being generated was or been submitted to them. It was done by AI. Will that level of transparency be acceptable without replacing departments or humans in India? Oh, of course. I mean, as of today, the way we feel when people are intelligent are, CEOs are far more intelligent. So what they expect is not just a script, right? Someone has to speak that out, has to deliver. And I think that makes the whole difference. So it's easy to copy. But then how do you deliver it? And do you then intersperse that with stories, with personal experience, with emotions? That's something I think leaves to the human as of now, and I don't see it changing for at least a decade more. And I would love to see the fact that one day we all are sitting here, or maybe we are not, it's just the robots who are just answering and asking questions. Then I would wonder who's the audience? I leave it. Yeah. Interesting, yeah. Ditti, what about you? Would you give it out to the client that this has been generated by AI? This has been created by AI? Absolutely. And also, I'm on the client side sometimes. So it's a bit of a hybrid role that I play. And let's just say somebody tells, forget telling the client that it's AI. I go and tell the agency sometime, just create something out of AI. I don't have money to produce it by shooting. So it's also sometimes about the fact that you can produce more assets at a lower cost and you're perfectly fine using AI, machine technology, whatever is out there. Because I'm expected to produce new content on Instagram every day. Where is the money gonna come from? And we are in a content race game, whether we acknowledge it or not. So I'll take any help that comes my way. Fantastic. Now, Rahul and Shuprit as former journalists, while you might be fine with Grammarly because it corrects grammar. To be able to generate something, if you've seen chat GPT-4, it's absolutely brilliant or bad. I pretty much like that. So would you be open to letting your clients know that this content, this piece of content has been generated by AI? So see, I do, like I said, at the core of it lies the relationships. I do believe in being very, very transparent with clients. But the one thing I think I would never allow my team to do, and I don't think my team will do it as well, is plagiarize. So it's okay to use chat GPT for research and tell the client that, listen, we had 10 minutes. You wanted this information, we typed it in, we got all of this. This is what we filtered out is relevant. Let us know if something is missing. The whole point is to work together with your client as one team. So that's fine. If you've used, I think one of the tools that DP talked about, we've tried it out. We've not actually used it for a client, but we've sat and experimented with it, which is the text to image generator. And that really does throw out some really good results. And it is more efficient, more cost effective and impactful as well. And if we get an opportunity to use that for a client, we'll actually tell the client that we've tried it through this. Of course, this is the variation that a designer came out with and this is the variation we got out of an AI tool. Let us know what works. But what we have to do before we go to the client is ensure there isn't a duplicate copy outside. Someone else hasn't done the same thing. Make sure there's no plagiarism. Tool the plagiarism, let me come to that. That check we have. You and Rahul, I want the one tool that you would recommend others use to check for plagiarism. I've forgotten the name. There is something that most universities, even we used to choose where we would put essays in and it would dig out, maybe Rahul knows, but where it, and even during our copies and submission of story deadlines, it just pulls out sentences from the internet and they've been copy pasted. Even a sentence or a phrase. And then you filter out. See, sometimes you use a metaphor, which is a well-known metaphor. So that of course you'll ignore, but something that's directly copied. I've forgotten the name of it, but yeah, worst case scenario, do a simple Google search guys. Like it pops up for a client. But having said that boils down to the fact the team needs to know that your manager should not have to check. Like to a client, something plagiarized cannot go, something plagiarized cannot go on a live platform, cannot go to a newspaper, cannot go to a digital media. That's absolutely true. Rahul, back her up on this. The plagiarism. Yes, in fact, there are certain UGC recommended plagiarism tools with check, any copy that goes as a synopsis or a PhD or an infill article. So there are a couple of them. There are a couple of them. And plagiarism also, for the kind of literature that we develop, I think one glance and you can tell that whether it is plagiarized or not. So it is the human mind. Very subjective. So you need to give me one tool that you recommend for the PR industry that they must use this for plagiarism. There are a couple of them. I think I'll have to recollect. Give me some time. I will. Okay. So it doesn't come immediately to my mind. There are so many of them. There are so many of them. So after this session is over, Rahul, if you can go down to the comment section and give us a couple of recommendations, that'll be wonderful. Last question that could go to everybody. Think of this as a rapid fire because it seems like the next generation of PR professionals will need an entirely new skill set, right? So to wrap this up, I want to hear from each one of you on the panel. Your top three picks for new skills that the graduating class of 2024 needs to acquire. Dipti, we'll start with you. Three skills. I want to first say it's detect text. That's the AI tool to check if an article is written on GPD. That helps. I think the first and the most important thing that any class, not just PR, but any class will need is to understand that there is a reason why liberal arts is now the most taken course throughout the world. And that's because companies like Google, Microsoft, Intel are now going ahead and recruiting children who are studying liberal arts because if there's one thing you can't replicate through AI, it's humanness. So it's the empathy. It's the power of perception. So the human quotient or the HQ is definitely one skill to pick up, hone, continue to get better throughout life. The second is going to be integrity. End of the day, it doesn't matter which role you are in, the job you're playing, where you are at, which you're going to be known for your integrity for the rest of your career, just starting your career. And that kind of is a stamp that stays with you for the rest of your life. And the third and the most important is have fun. Don't take yourself so seriously. We've all, on this esteemed panel, made mistakes, learned from it and been here after that. So have fun. But just make sure that it is not at the cost of integrity. Awesome. Jamrati, please. Well, yeah, being authentic, I think that's very, very important for me and I would want my team or my students to definitely be authentic. Second is emotions or EQ because in today's world that is the differentiator, the real differentiator and especially in the topic that we are discussing. And third, to have the prudence, to take the right shots. Okay, Rahul. One would be willingness to learn and reinvent oneself. I think that that is something that I would recommend. The second would be close to what Deepthi said, empathy. Right. Third, I would recommend, and that is a dying art, is read. I love that. But read the book, not GPT. Shabri. So I think recently I did a LinkedIn post on one of my first bosses who was my editor at Economic Times. And there I had mentioned that real confidence actually comes from being freely open to learn more and knowing that you don't know everything. So for me, the first one would be confidence but actual confidence. Confidence, not that I know everything. Confidence that I don't know everything and I think that's a very important attitude to have be it in a PR job, any job. Second is integration. I think integration skills in the day and age of today's PR are very important. And the second you'll realize that you need to know what integrated PR offerings are. Then tools like AI or social media coming up or digital media coming up or video production coming up is not gonna scare you. You're gonna try and understand each and every one of them and figure out how to work it into the ecosystem. And the third is most importantly work ethic. So I think when you have the right work ethic, then on your own, you don't take shortcuts. On your own, wrong information will not know. On your own, you'll be honest to your client, you'll be honest to your lead, you'll be honest with your teams, you'll be collaborative with your teams. So yeah, I think those are the three things I kind of look for when I'm hiring as well. These are the three skills. Absolutely lovely to have these skill sets put out here. None of you mentioned a tech skill or an AI skill to be put out there. Can I say something on that? I genuinely believe that if the person has the, anyone has the intent to work, they will pick up the skills that are needed. Absolutely. Absolutely. So we will all focus on developing the human behind the AI, the human behind the computer. And it's lovely to have all of you share these views and these skill sets, because I think these are the ones that will actually define how the entire PR industry also moves forward with the next generation of workforce that comes in. So fantastic. Thank you for this vibrant discussion. This is an ongoing discussion. I know it's a never ending one, but I do hope we see AI integration in PR, creating a future where we have to do less grant work and let the humans do the big picture thinking. And making sure that the gray, the old, the vintage wins. Awesome. Over to you, Karan. Thank you so much, Tarun. Thank you. Thank you so much to all our panelists. Thank you so much, Tarunji, for moderating that. Thank you. You can have also a better start to the day. Thank you so much. Awesome. The pleasure is ours. Thank you so much. Thank you, everyone. Thank you, everyone.