 And with that, it's now time to move ahead with the next panel discussion, which is on chat GPT versus human intelligence. How will this impact the communication and media industry. And please join me in welcoming a panelist for the same miss Indu Sharma senior GM communications Schneider Electric. Meshova Vasudevan head Enterprise Communications and PR Dell Technologies miss Sunita Patnaik director corporate affairs Mars. Mr. Munawar Adhari managing director, fleshman Hilaad and this session will be moderated by this Karima Sharma assistant professor guest. Over to you ma'am. Thank you so much for this opportunity to begin with I'd like to thank exchange for media for putting this together and welcome you all to the third edition of PR and corporate communications award for 30 and 30. The panel is today going to discuss about the topic of chat GPT versus human intelligence. This is a topic which is very much been in the mainstream off late, and as people who are all in, you know, called taking authority sort of a space where you are custodians of brands. It's a topic that's gaining even more importance over the period of time. Now, before we jump into a discussion, a quick round of introduction of all the esteemed panelists. Thank you so much for joining us as a senior GM of communications with Schneider Electric. Then we have Mr. Shobha Vasudevan with us who heads enterprise and communications and PR for Dell Technologies. We also have miss Sunita Patnaik with us who's the director of corporate affairs, and is associated with Mars Wrigley. This is Anavar Atari who is the managing director of Fleshman Alert. Now all of them are extremely credible names in their old field and space they have close to one and a half to two decades of experience behind them. They're highly recognized for the kind of value that they bring to the table, very well awarded to a lot of industry forums, and from curating great campaigns to executing them to stakeholder management to evaluating the impact to much more. All of them have a lot of laurels up their alley. So without further ado, I would like to start this panel by talking about the first aspect and I'll go from to each of the members to talk about the topic per se You're opening a minute or two of thoughts on chat GPT versus human intelligence. What is the kind of impact that the communication industry is already seen, and what is it that you think it's going to evolve into. So if you could share a little about differences and similarities of AI versus human intelligence to begin with, and you know maybe then we can take the discussion on from there. I wonder if we can start with you. Yeah, thank you. Thanks for having me on the panel. To my mind, I think this is the most fascinating and most hottest, hottest topic of today. And the, the entire idea of artificial versus human intelligence I think it's, it's the debate is settled as far as in my mind is concerned that artificial intelligence and if it has not has yet will very soon overtake human intelligence, and not only overtake human intelligence by a bit, it will, it will make us look quite foolish and useless. If you, if you, and I'm not just trying to make this point, just to just to drive trying to make a radical point but I truly believe that that's what the scenario is. If you, if you hear the experts in the field for example if you hear the founders of, you know, deep mind, if you hear the founders of open AI if you have people who have been the pioneers in this field. This is what they say and they have they have the credibility and they have not been saying this now they have been saying this for at least a decade. In fact, a few weeks ago, you had some of the biggest minds who got together and said that do we really need to stop for some time, the rapid development that is happening in this space and rethink and step back. If you just hear some of the congressional debates where you know the founders of open AI sector have explained themselves so they are very, they are very excited about this and the way things are moving. So you can imagine that something like a chat GPT which is just a moment in the artificial intelligence journey. They are very clear that, you know, the time as far as human and artificial intelligence is concerned, just to, you know, close this is quite settled that if not now in the near future, I mean chat GPT you can imagine is something like what iPhone was in and the progress is very nonlinear. The progress is in a manner that it is growing my leaps and bounds. We are not expecting incremental changes, we are expecting nonlinear changes. The charge GPT 4 is not going to be incrementally better from 3 but it's going to be, it's going to be 3, 4, 5, 10x better than, you know, the previous version. If anybody has used any of the tools and charge GPT is just one of the most famous tools and kind of become the poster child of the artificial intelligence conversation. If you use any of the technology will realize that it is, it is far more serious than we could ever imagine. So I think that's what I would kind of argue for. That's a very interesting and a robust point to open the panel with extremely interesting. Let's hear from Miss Sunita what her thoughts are, and you know, if she agrees with it she wants to build on it or if she has a polarizingly different view. Yeah, thank you so much. Happy to be here. So my view is that see AI will definitely enhance your research skills, it will collect the dots for you but ultimately it's human beings human intelligence which will which will actually connect the dots. And, you know, and ultimately having said that we have to collaborate at some point and we are going to collaborate we are moving in synergy it's always going to be, it's not going to be this versus that or who's better than who but what is necessary is in order to collaborate and really appreciate the power of technology we have to change ourselves we have to move towards changing the mindset and changing the culture because all of us are suddenly getting very rattled even in our corporates, you know why data should be the pivot point of all decision making. That's great you can use a lot of data inside etc but everybody has to embrace it. So for me it is you know it exists, we have to exist together. And, you know there is also a threat of jobs will go etc. Yes like any technology innovation, you know some jobs will some cognitive jobs will become irrelevant. But ultimately I think it is going to be common sense which is going to be common sense of human beings which is going to put it all together it's you may do great research. But if you're not able to arrive at the desired result using your own common sense intuition foresight, then you will not do the tool is not going to do that for you. Just to conclude on this, I remember, you know, IBM's global CEO former CEO, she had said when this whole AI revolution was happening. She had said that 10% of jobs will change but 100% will change 100, sorry 10% of jobs will go, but 100% will change and that chain starts with us. Thank you so much for that point Sunita so so far we've heard from two panelists and these are two almost, you know, polarizing views. One says that there is an incremental, not just incremental but exponential change, and we need to get ready to work around it while the point of collaboration is reiterated by Ms Sunita but she's talking about the fact that you know that there is no emotional intelligence that a human being possesses. Over to Ms. Vasudev and if you can, you know, add to this what's your opening point on AI versus AI's impact on media industry communications industry per se, and where do you see it having a place in this entire conversation. Thanks Karima and happy to be here. So I heard about one hour's views and the other point of view. So I would probably stay somewhere in the middle because I think like all technology it is, it is an enabler technology at the end of the day we have to remember was created for somebody decided to code for it. So this is a gen, this is something that we have created to help us. You know, so I think most like all kind of technology specifically designed for certain kind of tasks. It can answer your question that can generate your text, it can, you know it can base itself on experience based learning. So where it differs from human beings and very similar to what Sunita was also mentioning was that it lacks the emotional ability to connect the dots. At human intelligence level we're still able to do the critical thinking we're still able to make the logical inferences chat dbt's ability or any tool for that matter ability is limited to what it has been given in extending data. So if it hasn't gone through those sequences, it may not be able to give you the kind of data that you're like likely to wanting to pull out of it. Whereas for human beings, it's very easy to do innovations on the spot we're able to do you know inferences based on what is presented to us at that point of time which is more important than what the tool can do. In terms of what communication industry can gain from it in the future the opportunities I agree with one hour is immense. It will definitely go and you know in being able to enhance the kind of jobs that we're doing it probably will free us from doing regular tasks which need a lot of bandwidth and spare them to do more strategic thinking more innovative thinking and you know a sort of assigned tasks to AI tools which are more to do with monitoring with measurement. So that don't require, let's say, emotional aspect to it. The benefit of a tool like this is also in the fact that it helps in creating very neutral unbiased decisions because the fact of the matter is that the technology is not able to sort of prefer one over the other, whereas human beings do have a point of view sometimes we're judgmental sometimes you're very, you know, opinionated about certain things so it just, you know, if you have to take unbiased and very neutral and very fair decisions I would think tools are the best way to do it. AI tools certainly help us getting to the, you know, very data driven decisions very data driven metrics, but for anything that requires you to have an emotional connect with your consumers your readers, the way that they're perceiving your brand the way that the emotional strength of your brand is being put across human intelligence can never be replaced. So much for that view, Shobha I think something really interesting came out of that that you know building on what Munawar and Sunita already talked about that yes it's data that JATGPT can really interpret but human intelligence is something that it can't replace and hence for the media and communications industry some of our regular mundane rhetorical neutral tasks can be delegated and some of innovative thinking and ideation and curation and creation can now be held by humans more closely. So I'll bring Miss Hindu now at this point in this discussion and you know get her opening thoughts on while we've already got some material to get going and you know the conversation is already seeming very interactive. What is your point of view on all everything that you've heard so far. Thank you very much Karima and thank you for inviting us over for this. I had everyone and I don't think there is anything to be discontented with what any one of you have actually said the interactions of humans with the AI has already happened for the debate should not be whether it will be taking over or whatever it is an enabler and it is very much going to be that every profession is going to have an interaction with these tools. However, since the facade of it was initially content and JAPGPT sorry JATGPT which got introduced hence the communication conversations just geared up a lot more than what many other professions faced. But the reality of the matter is that there is so much more that the communications team do and content is just one of the smallest pieces and AI actually has the capability of streamlining most of the kind of work that we do. So I would say something similar to what Shobha spoke about that we as communicators should be excited about the possibilities that AI brings to the table. You know freeing our workforce to do a lot of automated tasks because whatever you do I mean it can be automated in some capacity if that is happening your workforce is free for a lot more strategic interventions. There is always going to be a human to human aspect of communication which is going to define the brands because at the end a brand has to talk to a human. So that one layer of you know strategic intervention will always require a human intervention that is not going anywhere you know so that strategy is going to remain. But it is going to mean that the skills will see a massive change. While it was earlier just about writing anybody who could write well today you can have your drafts ready from many of these tools right. But you look at those final nuances the brands who are looking at regional communication you know you can't really read 50 language but chat JAPGPT can do it for you. You cannot really sit and analyze 100 newspapers but podcasts you know and social websites all of that can be done. So it's a huge enabler and I don't see a reason why one should be better it should be currently we should be making strategies for the next five years. How do we evolve to manage this evolution that should actually be the strategy of communicators at this point in time. Thank you so much. I think that's a very valid and a valuable point that you've brought to the notice of everybody here in the panel also more so because we are today discussing this at the event of 30 under 30 we are celebrating 30 individuals who are under the age of 30 you know once we're going to you know in the next decade or so be the touch bearers of communications and media, you know as as a sector and going to monomer next, you know, a full circle on everything that we've discussed here. Clearly the ladies are very much rooting for the, you know the human intelligence the innovative creative side of it and you brought in a beautiful masculine point of data and hard facts. Taking this discussion into the emotional intelligence space where storytelling lies at the core content lies at the core of anything and everything that we do and like you said that you know it's impacting us more because we are in the business of content creation and communications in an hour. Two questions that I'd like each one of you to address as we go along is what is the whole role of storytelling in this entire conversation and how do we prepare the next generation for it, the whole conversation of authenticity and ethical conduct, because yes we have a great tool at hand, it can it can turn us into masters if you use and collaborate it beautifully, but can equally become a dampener if we completely get used to pulling out stuff from a tool like that. So, role of emotional intelligence storytelling and how do we conduct ourselves with the technology as as empowering as that. Yeah, I think these are valid points and the only, you know, in my defense, what I would say is that any any any point in favor of human intelligence, over a long period of time, I would just add the word yet. You know, so yet, you know this is true, but if you just, just, you know, broaden your horizon, maybe to 10 to 20 years, what's coming. So let's just look, let's just look back at social media just look back at the evolution of how we've used search. Okay, exactly we were in the same scenario, right, clients and agencies were discussing how we're going to use it should be allowed if we allow it. What does it do to authenticity what that is due to ethics, you know, initially people was skeptical and not very open that okay I have, you know, I have Googled it, perhaps searched it as he used to call it back then. You know those elements the same thing we see it now but you know, few years down the line, all of this is going to change and the change as I'm saying is going to be very, very rapid today. Today, if we, I mean, a decade ago we used to say okay you've learned marketing, you should also learn digital marketing. Now, we don't say use those terms is, you know, so that's my message to the 30 and the 30 that there is no communications without without the, you know, implementation of artificial intelligence tools and artificial intelligence from a content perspective content is the low hanging fruit right because that's where the first attack has happened. But if you just look at, I was talking to somebody who manufactures robots in Silicon Valley, and that the founder made a very interesting point he said that, you know, the, the best day for a human and he was talking in the context of deploying security staff at real estate complexes and commercial complexes and so on. And he said that the best day for a human is the first day that's done you are energized and you are motivated and you know and over a period of time you can say the enthusiasm of an individual goes down and for an artificial intelligence robot. It's exactly the opposite. The first day is the worst day. But the more that robot that artificially intelligence back robot spends in that environment, it just keeps getting better. And there is an inflection point with that artificial intelligence robot gets far better than any human, you know, human being can do it 24 hours, no, you know, absolutely no point assuming that the power is there and all those things are there but fine. But there is absolutely no lag in any sort of service level agreement just if you just extrapolate this to other industries. Yeah, you will see the power of how it is unfolding. Now we are looking at and talking in terms of the artificial intelligence and how its implications in the content and communication space. So the first disruption is happening here, because of the charge pt moment. And the last point on that would be, we have to separate AI with a GI artificial intelligence. I mean, even the recommendations on YouTube and Netflix has been AI. So it has been around us for several decades. It's nothing new. Yeah, it's only when open AI release charge pt all bets were off. And then Google has to follow and now we're an arms race. Okay, it's really an arm race between the big tech company as to who's going to win this particular space. And then that what is likely to happen is that mistakes are going to be made. And these mistakes are going to be far will have a far severe impact on humanity. Imagine things going wrong, God forbid in healthcare things going around wrong in BFSI so if we just, you know, expand our thing from, you know, from the marketing and calm space, other content space that we see we see a lot more things are likely to get worse together. And that's what it's all depends on the kind of energy show them at the point of, you know, emotions. Again, our emotions are a product of our experiences of the past. And the same is applicable of when we train these large language models, the better you train them that I mean, whoever has used Alexa would know that Alexa depicts emotions. Now, whether you want to call it emotions or not, but 30 and the 30 maybe, you know, we'll call it emotion. It converses with you. So there is no I mean, in that sense, if you see that the chain is far more rapid and far more severe than we, you know, imagine now, but I believe the content space is the lowest hanging quote, and it's going to be first disrupted or is already disrupted in my view. Right, great. Thank you so much. I'm really solid points again there and I really like the point on the first day versus upskilling and practicing and becoming a better version of yourself. Because that's a point that's applicable while, while you write that first day human beings are most excited. But the factor means that as we go on, we also upskill we also learn we also become a better version of ourselves provided we are invested in it. So that provided the point on learning, but that's a given as far as, you know, an AI model is concerned and the only, the only quick point on that would be AI will be optimized to deliver a certain task and then it will disregard anything else. So if it is optimized to deliver X, it will whatever comes in its way, it's going to dismantle that and I want to focus on X and that's what the that's what the challenge is right that you know what happens when it does that. Interesting, so the point of laser sharp focus and upskilling and learning that the AI has as a as a comparative comparable edge. Moving on to Sunita, your thoughts. We started open this conversation from the point of your storytelling from the point of your emotional learning and evolution over a period of time. Hence what is the point of view of the young ones who are coming into the industry or who are willing on their game right now, but the left playing field is changing for them with AI coming in. Yeah, for sure I mean I think this generation is probably very very accelerated in their journey on embracing technology or any kind of digital evolutions that are happening. And today if I call my daughter she never picks up. She says it's so cringy to answer your phone, can you just text. So, so that's that's how they have become so, you know, cut off from what we knew as our way of connecting digitally right so. So that is happening. And yeah this from a generation perspective when I see this young ones who come to our, you know, for training as management trainees or whatever, they're way ahead of the thinking in terms of what that digital can do to them or how they can leverage that. So, and they are constantly discovering that and they're constantly spending investing their time and energy and learning I see my daughter, you know, she spends so much time in just discovering this, you know whether it's chat GPT they are ahead of the game. What it actually takes away is what we learned in our days and which continues to hold true is the again, I will hold on to that is the emotional aspect. Having said that I think this as when I was at the skill spectrum is getting wider. And today, earlier we used to say that learn and on learn right but it is actually learn on learn and reload. So for us the message to even the youngsters is fine you learn on learn and real on real on technology etc but again real on what what it takes to be make an authentic story. And so I was just chatting with one professor and he was saying that how shelf life of skills is changing, you know, he used to teach AI. And we're saying every day, by the time the kids graduate, everything is changing everything has changed so there is no point on having a course like AI to teach you what it could, you know how it can change the world because the world has already changed by then by the time they come. So what is shape what never used to happen in decades those decades are happening in weeks now so it's a make technological seismic shocks are actually getting so accelerated and pandemic taught us that the pandemic showed that you know there is nothing called new normal. It's all, it's always normal, I mean, sorry, it's never normal, you know from new normal, it's now become never normal. And there is an author there's a book whose title never normal which which is excellent in teaching us as to never take these things for granted. You have to keep upscaling you have to stay ahead of the game. But having said that I think storytelling will continue to have that emotional aspect in it the authenticity I mean look at companies like Unilever why do they continue to get consumer insights. Why does a brand manager go to a consumer household and say I want to get human intelligence what is that human human insight or intelligence it's how that person is engaging with the Unilever product through other day. So they have everything right from 6am to the time he or she goes to sleep they have each and every product touches the life. So, so that is what is human intelligence and we will never be able to, you know, we'll never be able to replace it but as I said we have to work in harmony and the new generation. I keep telling them that look do not ignore the softer part of it, left brain and right brain have to work together. Great, great. Two points that I take away from what you've spoken about Sunita here the fact that we can't just prepare for best practices we need to ready ourselves for the next practices and therefore keep learning throughout and and it might never be normal right from from new normal to a new to a new and hence the definition of the normal keeps changing so either it's always normal or never normal you can you know you can always look at the glasses are full or empty. This brings me to you show about your thoughts on everything that we discussed again. I think that's established is the need for upskilling throughout and yet while you're upskilling you can't let the emotional side of you it would completely the storytelling will always be around emotions and hitting the nail on its head and connecting with people. Absolutely so let me break this down from my point of view is you know the word storytelling has two parts it is story and how it's told. So in terms of the creative part of the story. Yes, Chad, any AI tool whether strategy PT or anything that's going to come in the future can help us creating messaging. If you give it the right to use you know so even it to a certain point I would say that it can even mimic emotional intelligence based on the emotional cues that you build into us when it's you're training that AI technology. The word I mean the all of us together have so many kinds of emotions in a day that there is no possible artificial intelligence, you know technology that can ever mimic the range of human emotions. So where the human intelligence part of it will come is to be able to still use that story and tell it to each customer or each target audience in a way that touches them. So that is not possible with just a artificial intelligence aspect of it. Yes, you will need a human to tell that okay if I'm sitting across the room from you like you know similar to what Sunita was saying earlier we're still going to be communicating to people. And that's exactly what you know into us also mentioning about it at the end of the day your communication is going to reach a human and you were sitting across the table picking up on body language, picking up on what is it that is making them really come closer to your brand to them to be able to understand the kind of messaging that you're going to give to them that still requires a human interface. Your AI tools anything will only help you to a certain extent it can of course it can help you, you know bring your messages more approachable it can help you make it more sharper. You know to one hour's point it can give you that razor sharp focus it can help you not get distracted, which is also very, you know human trade that you know we tend to move around the subject sometimes you know, we might not be able to know how to exactly to a certain point so it might help you gain efficiency, but for you to be able to reach to each customer customizably to be able to make your messages to be, you know, draw different influences from it. Still I would think needs us to collaborate very effectively the tools and help let the tools help you, instead of trying to you, it's not in competition with you I think that's the first thing that we all need to accept and that you know 30 under 30 I mean anyone even under 10 or under 20 like I was saying you know even younger ones are now playing with AI app so all that we need to do it tell them is that you know they're not in competition with you. You're not running against them you're running with them so let them help you they will help you run faster they will help you run better they will help you run smarter. But if you don't have to start fighting a battle with them because then that's not a winning battle at any case because you know, honestly, this is not even a battle that you will want to fight and win. Great very pertinent point there. It's all about collaboration and the complimentary to each other any technology for that matter any technology we use it in the right way, we learn and we master it then we can always you know, derive advantage from it. Coming to you and of course you've heard the three panelists talk about this entire piece and of course I'd like to cure your point of view on that. Along with that, if you can make a pointer to because you spoke about, you know, the whole complimentary and collaboration thing very early on in the discussion in itself. We've discussed that how content is the first one to get impacted because ultimately that's what Asia is really doing like when I was saying it has always been around us we've never contested it in the way we are contesting it now. Right now the reason why it's becoming even more pertinent for comms and media is because content, like we said is low hanging right as a as an attack point or as a discussion point or as a tangible point that we are able to see very early on. So what are your thoughts on that if you could, you know, share a point of view there. Sure. So, first I'll build on to what was getting discussed in the previous pointer. I would say that, let us be very clear that there will be not one solution for everyone. You know, if I'm working in a B2B company talking to the CEOs, the consumption of media for them is very different from me talking to somebody who's sitting in a village. You know, so we as communicators we need to understand that we will have to now have a clear understanding of both ends of the spectrum, because there will be a clear stark difference. And it will not impact us the way it has impacted western worlds, because they're still, you know, the kind of people that you see in villages to what you see in the urban is not very different. We are still a country where in, you know, the penetration of internet is not 100%. AI is not 100%. So we will now be required to have these two understanding of what we usually call India and Bharat. Right. Because most of the brands today from the urban because urban is exhausted are taking the root of regional communications and going to the hinterlands. How much of impact you can create with AI there. I'm not very sure if it is exactly the same what you can do in metro towns. Because of them, but there are so many media dark areas. You know, Shobha just spoke about why does a brand today also go and talk whatever I mean I have been part of record and wherein you go to very smallest of the towns for places for that all and you try to understand people who are who are daily wage earners. For them also it's important to reach out to them. But can you reach out to them through AI through the same tools that you would that you would reach out the an Accenture or a cap Gemini. No, these are two different words. So we now should be fixing our understanding of both sides. That's very important. And especially for the people who are now entering. They should know that these two do wants to exist because they might have their own understanding the server. I wouldn't really fear about the skilling part of this generation. Because we usually divide the whole digital conversation into three or four by a part right their digital natives, their digital adopters, their digital laggards. If it is about looking at the age groups and demographics, honestly, we are the laggards. They are the ones who already know it. So learning is not a challenge. I would bring in the challenge of regulation and guidelines. Because as a brand, I will be more worried that yes, I have to be there because if somebody is researching about me through a chat GPT, I have to be present. But I have to ensure that I'm present with the right kind of messaging. So that regulation that monitoring that listening that online reputation management is going to take away fears, you know, mechanism. And that's more important. And once we are able to set tone for that, that is what we need to teach or probably give to this newer generation of communicators who are 30 and 30 or 20 early, whatever. But I would say that those are the aspects that we should be bothered about because what Munawar in the big mix spoke about is that it's going to hit us, you know, it's just going to increase the interventions will increase. It's about us being better prepared, because like I mentioned, it is going to have a transversal impact on everything that we do in communications. So collaborations will happen, whether it is content, whether it's research, all of that is going to be there very much. I'm not very sure if I've answered all your questions, but I strongly believe it is about us learning to ace the coexisting part. Thank you so much and you've not just answered the questions but you opened up a new direction in this conversation that brings me almost to the last section of what we are discussing which is the ethics authenticity and you know training ourselves to be a step ahead while we agree that we need to work in tandem with the progress in technology and like you're saying, yes, maybe the social natives might be ahead of us, we might still be early adopters or in some cases laggards or whatever let's let's you know we'll not go there, but the fact remains that you know to stay a step ahead, there is need for regulation, we can't wait for the world outside to regulate maybe there is some bit of self regulation some bit of self, you know, initiative that we may need to take my request to all of you is like a minute or two of closing comments where you talk about the need for validation, the need for fact check the need for self regulation, and how do you see that coming into the picture from a comms perspective. We at the PRCA is the world doing it for us beat the self regulation that we may want to do for our own organizations beat in the whole hiring and upskilling space. Yes, what is it that's required to bring in more validation and authenticity, while we are interacting with different mediums and different tools of communication, we are at 231 we have to close this at 240 so that gives good two minutes to each one of you, and then we can take the last 30 seconds 60 odd seconds to close it. Yes, Munawar, please come in. So I think, you know, as, as we say that, you know, AI will not replace us, people who master AI will replace people who don't master AI. Okay, so let's put it this way. That's the first part on scaling and learning there is no other option, we have to scale and upscale and, and this entire process is is quite exhausted exhausting, because you know, every few years you have to discover and reinvent yourself and this space is only going to accelerate. So there is no running away from, you know, not updating and reskilling yourself so because we are because specifically in our context we have an in portion information economy so it becomes far more relevant and closer to us. That's, that's, that's the first point on the, on the transparency and authenticity I think this is this is going to be the biggest entitlement for adoption of AI and regulation because how AI functions. AI is basically based on large language models, which is trained on variety of sources of data. Yeah, that sources of data could be millions of books, hundreds of thousands of Reddit channels and so on. Okay, now in that context when new information is generated through artificial intelligence intelligence artificial general intelligence. The problem is that who owns that information who owns that data. AI has used a tool like my journey, you just type into a tool like my journey that I want a picture of, you know, a son of a sunrise with, you know, two people sitting and having an ice cream. It will generate a fabulous image for you. Now the question is, and the debate has not settled yet. Very recently we had one of the top, you know, publication in the US, which is looking to file a suit against charge activity because they believe that some of the information in that in the data set is is from the, I mean, the material. So as an agency, when I generate some content, and I pass it off to my client, who owns, who takes the risk of, you know, whether it whether it ticks all the boxes of copyright, authenticity, privacy and what kind of transparency do I do today. I don't, when I, you know, put out an article, let's say of 800 words, I don't say that okay, I have Google search this and I don't put that a disclaimer, but do we have to put a disclaimer when you're using charge activity as of now it looks like we have to. So these are some of the questions and finally on your regulation, but I think self regulation is where it has to start. We as corporates and agencies have to decide. First of all, because you know, from a government standpoint, they will always be behind. That's how bureaucracy and government works that technology doesn't wait for all of this and technology doesn't care, you know, about anybody's emotions, right? It just it just moves fast ahead. And you've seen that in the web three and crypto space when the regulation comes, it generally it's a dampener for the space, right? So we have to be prepared for that. So self regulation is important within organization within agencies, as to how you're going to work our NDS need to change our contract need to change as to, for example, when I'm working with an client and when I pass it on to some other agency, I pass on the assets. So who owns those assets? What's the legal implications for me and so on? I think these are some of the open questions. There are some, there is some thinking, but there is no clear cut. Of course, jurisdictions will, you know, differ in these kind of things. So these are the challenges which and there is a lot for reputation consultants to do that, because wherever there is uncertainty, where there was, you know, policy lack of clarity is something where we can come in. Sure. Thank you so much, Manav, some really solid points there. In the interest of time, I'll quickly move to Sunita. Yeah, I will in the interest of time again, I will say check to Manavar. I agree. I agree on a lot of these things. And having said that, I just say that, you know, we do need to create a sense of urgency, but without really creating an anxiety and sometimes we underestimate and we get disappointed in the short term and then we underestimate the impact it could have on long term. So, having said that, yes, self regulation is important. Skilling is important because as you know, you would have heard that if you don't take change by its hand, it will take you by your throat. So, so absolutely, I agree with whatever Manavar has said. Great. Shobha, some of your closing remarks. Yeah, so I will just say plus one to everything that's been said again. Yes, it is definitely something that self regulation is the key. Like all technology tools, it is a work in progress. I don't imagine it to be resolved or come to a final state at any time soon. It will continue to move, evolve, change, learn, unlearn, relearn. So the technology is going to do exactly what we are going to do. And the amount of help that we get from it depends on the command of data that we're giving it. So if we start using data to fabricate or fabricated data to get some stimulation for us to understand if it works for us or not, then it stays with it. Sometimes somebody is going to use the same search thing it might just end up giving your test data as a fact data. And that is usually how you know in a in a comms world we all understand this is how fake news starts getting generated because we would stimulate a conversation to understand the viability of that tool. And that becomes because internet or technology by itself doesn't have the intelligence to differentiate between what is a fact and what is not a fact. You will end up feeding it a lot of untrue items and then that's how the entire thing erosion will begin. So it is again our responsibility to not just fact check what we are getting but also be responsible enough in terms of what is the content you're feeding the tool. Because if you feed in rubbish then you're going to get in rubbish so you know it's our responsibility also to make sure that the content being provided to the tool to learn is actually as good as you know what you're expecting it to come out. Another good point that Manav was making was on plagiarism again something in comms everybody fights with it everybody faces it everybody tries to avoid it. So maybe you know we need to also make sure that things that we're using it because we all agree that content is the easiest for AI to do and it's also the easiest for AI to replicate because it will give you an article based on your search strings but it may be somebody else's work. So how do you ensure that it's not plagiarized it is keeping the copyright laws and the copyright in place. That's also something I think as we go along these are you know like when I said open questions hoping that you know while content is going to be easy for us to replicate but we obviously don't want somebody else's work to pass off as ours. So I guess I use technology responsibly. Great Shobha really important point there being mindful of your own conduct when you are interacting with technology and building guardrails around it as regulators or you know as self regulation. Great points in the over to you for your closing comments we've got exact 60 seconds to close this panel now. Thank you so much. I guess some brilliant word has already come out but I strongly believe that in this war of share of voice brands will make mistakes and they will choose in fact over authenticity in many cases which will create problems and which is where you know some of these guidelines regulations and communicators being the consigns keepers will play a very important role. So we have to be a lot more dynamic because our scope of work will change gradually with each passing interventions of AI coming into our lives. So that's something very very critical. Hence my one word to everybody would be make it as a part of your strategy. So handling managing AI and tool should today be a part of your overarching strategy so that nothing hits you off guard and you are better prepared whether it's you your individual your spoke people your social media everything comes in together but we have to be like we say crisis preparedness so it has to be you know AI preparedness is something that we have to work towards. Amazing points. Thank you so much to all the panelists for such an interactive and such a vibrant conversation. We saw some really interesting points being made here and you are such great articulators that I don't think I need to spend any more time wrapping this all up you've done a wonderful job yourself. So I'll bring you in here I think we're right in time. So should we just conclude this. So the next set of panelists who are waiting in the lobby can take charge. Thank you. Thank you so much to all our panelists for of course first attending this and thank you so much Garima for making sure that it ends on time as well. I know so much we could have spoken about. Yes, but thank you at least we've got a kickstart and of course we try to take deep as much as we could and I'm sure there's a lot for all these members to take away watching us online. So thank you so much to everybody. Thank you. Thank you. Thank you everybody nice talking to you all. Bye bye.