AI can’t replace emotional intelligence in storytelling: Experts discuss Evolution of PR

The CMOs’ Charcha – Delhi Chapter 2025 brought together top marketing leaders for a day of insightful discussions and strategic exchanges. With the theme ‘Marketing in the Fast Lane: Turbocharging Brand Success and Beyond’, the event featured thought-provoking sessions, expert insights, and cutting-edge strategies shaping the future of marketing.

Industry visionaries delved into the latest trends, tackled pressing challenges, and shared innovative approaches to brand building in a rapidly evolving landscape. The event also served as a key networking platform, enabling attendees to engage with peers, exchange ideas, and gain a deeper understanding of the dynamic marketing ecosystem.

The event turned the spotlight on the field of public relations in an insightful fireside chat, titled, ‘The Evolution of PR in 2025’. The panel included:

Session Chair: Rachit Mishra, DGM & Head - Brand Marketing & Communication, CJ Darcl Logistics

Amit Arora, Head of Corporate Communications & Public Relations, Housing.com & PropTiger.com

Amit Chauhan, Associate Vice President - Marketing & Communication, Client Associates

Goldee Patnaik, Vice President, India Marketing and Communications Head, itel Mobile and Accessories

Madhurima Bhatia, Head of PR, Media Engagement & Partnerships, India & APEC (Asia Pacific excluding China), Ipsos

Rachit Mishra introduced the session by highlighting the impact of AI on media relations, questioning how PR professionals are navigating the new landscape.

Amit Arora stressed on the importance of reputation management in the AI era, stating, “The narrative has become more important than ever. AI helps analyse and summarise data, but the core understanding of brand communication remains a human responsibility. PR professionals must ensure authenticity, avoiding AI-driven stereotypes.” He further pointed out that AI often reflects pre-existing biases, necessitating a conscious effort to craft inclusive narratives.

Discussing AI’s influence on media relations, Amit Chauhan remarked, “Despite AI’s role in transforming communications, understanding the business aspect is crucial. AI can generate insights, but at the end of the day, PR professionals must build authentic stories and establish strong media relationships.” He emphasised that industries reliant on data, such as wealth management, still prioritise traditional media relations over AI-driven solutions.

Goldee Patnaik summarised AI’s role in PR, stating, “AI provides data-driven insights, helping professionals understand journalistic trends and regional sentiment. However, AI cannot replace emotional intelligence in storytelling. The final messaging, tonality, and relationship-building remain human-led.” He likened PR to cooking, where AI provides the ingredients, but the right mix of storytelling and relationship-building determines the final outcome.

Madhurima Bhatia shared insights from a global research perspective, highlighting AI’s role in media monitoring and journalist engagement. “AI tools now generate journalist lists by sector, making it easier to identify relevant contacts. However, it is still up to PR professionals to build meaningful relationships and craft compelling narratives,” she said. She also discussed AI’s potential in content creation, stating, “With the right prompts, AI can generate compelling visuals and campaign assets, streamlining creative processes.”

The session underscored that while AI is a valuable tool for automation and efficiency, PR remains fundamentally human-driven. Relationship-building, strategic storytelling, and authentic engagement continue to be the cornerstone of effective public relations.