We are not entering the age of AI; we are already in it neck deep. The pervasive influence of the internet has further compressed our world

Metro India News | Hyderabad 

Artificial Intellignece-led technological revolution is going to impact every aspect of our life, it is better if people learn how to use it responsibly and ethically, said the Singareni Collieries Company Limited (SCCL) Chairman and Managing Director N.Balram. He was addressing Public Relations and Corporate Communications professionals as the Chief Guest of the National PR Day celebrations organised by the Public Relations Society of India's Hyderabad chapter at Telugu University.

Referring to the this year's theme of PR Day celebrations (Responsible use of AI: Role of Public Relations), Balram said: "We are not entering the age of AI; we are already in it neck deep. The pervasive influence of the internet has further compressed our world, creating a landscape where adaptation is not merely an option, but a necessity for survival and success. It's a learn it to survive it reality." He also spoke about various innovative measures taken with the active participation of workers, staff and officers that ensured profits for SCCL.

The Dean of School of Digital Media and Communications at Mahindra University, Professor Shashidhar Nanjundaiah, in his keynote address, touched upon ethical aspects around AI. "Is technology controlling the message or the message is controlling the technology? Who is in controlling of ethics? How are we harnessing AI without losing our faith in people?," he asked while presenting case studies from PR and strategic communication areas.

Former National Vice President of the PRSI Krishna Baji presided over the session while PRSI NC member Mohan Rao read out the message of the national president Dr Ajit Pathak to mark the day. PRSI Hyderabad chapter Chairman Dr S.Ramu and Secretary Dr K.Yadagiri felicitated the guests with saplings.