Use AI as support, not as the first step: Sameer Bajaj, MakeMyTrip

Artificial Intelligence (AI) should not be used as a first step in content writing but only as a support, said Sameer Bajaj, Head of Corporate Communications and Corporate Affairs, MakeMyTrip at the exchange4media PR and Corp Comm 30 under 30 Summit.

“Content writing skills are broadly divided into three big dimensions- writing skills, media skills and strategy skills, that is basically nuancing and understanding what is required and what will deliver and how.

“In the first 10 years of your life, you are more indexed on media and less on the other two but as you move on in life, the other two will gain more prominence,” he said.

As advice to corporate communication enthusiasts, Bajaj said they must read and learn irrespective of age.

“I'm still studying but working hard every day even at my age right so read and write. AI, definitely we have, but I would suggest don't use it. Use it to support you. It shouldn't be the first step. It should be a support step,” he said.

Discussing the intricacies of corporate communication, Bajaj said that most of the people in corp comms promote what is being done by other departments and that needs to be changed.

“Outside-in view is the most important in the industry. Most of the people in corp comms promote what is being done by other departments. PR and corp comms are mostly in for amplification processes. This element has to be changed. Here comes the element of outside-in view. I look at people in my team as journalists. We give them an outside view because the context is very important,” he said.

Highlighting that an impact-led approach is critical, Bajaj said, “Impact does not mean coverage. It means impact on business, like marketing. We represent what the brand stands for and therefore the view has to be much larger. Social media is getting more traction than traditional media.”

He also suggested that comms will deliver maximum impact if it is integrated with marketing and business. Making them look at life from your lens will make you come up with a campaign which will have a bigger business impact.

“Reputation matters and the corp comms team should be conscious of every word they say,” he said.