Technology has created an ocean of opportunities in the advertising and marketing world as every day, by every minute, there is a new idea, a new innovation happening. Be it the world of artificial intelligence, virtual reality or automation, every day there is something new to be worked with. These tools are even more integral for small-sized businesses and startups who can use them to get the recognition and reach the masses before their competition. But are they using it to their full capacity? We asked a few experts.

Open AI's ChatGPT, Google's Bard, Elon Musk's Twitter threads; all these content generating platforms turned newsmakers are the new wild frontiers of the digital landscape. With billions being poured into developing AI capabilities, all avenues are seemingly open. From local to national governments, multinational corporate titans to small but feisty start-ups, college applicants to stock traders, one and all are diverting their attention and resources towards Artificial Intelligence, and how it can help them perform more efficiently and effectively. And the advertising media industry, always at the forefront of technological revolutions, is far from behind. In the opinion of Heeru Dingra, Chief Business Officer, Dentsu Creative India, with the ongoing advancements in AI technology, its integration into the advertising and marketing sectors will only continue to grow, bringing significant benefits to both businesses and consumers. Some of the key areas, she believes, will be affected include Personalised Advertising, Predictive Advertising, Content Marketing, Conversational Marketing, and Enhanced Creativity.

To understand the new adaptations taken by the PR Industry, e4m PR and Corp Comm has come up with the'PR Outlook for 2022' series, where PR industry stalwarts share their views on the shift the industry is experiencing towards digitalisation and AI, the transition, current trends, future of the PR industry, and more. In this edition, we spoke to, Kunal Kishore, Founder-Director at Value 360 Communications, talks about how the podcast has become an important tool for PR professionals to communicate and how AI is helping in multi-media content distribution. According to you, what are some of the upcoming trends in the PR industry? What are some of the opportunities and challenges you faced so far in 2022? Technological adoption is perhaps the top trend shaping the industry and we have invested heavily in comms tech through ClanConnect.