A self-described AI “enthusiast,” Moira Gilchrist, Philip Morris International’s chief global communications officer, said that audience personas the company has created to test its messages have been a valuable application of artificial intelligence.
“Those personas are absolutely fascinating,” she said. “The feedback that we get really helps us to improve how we’re communicating.”
In a video interview with CMO Insider, Gilchrist said that PMI, whose portfolio includes smoke-free brands like Zyn and Iqos, is focusing on optimizing its owned channels, including its corporate website, for large language models.
Gilchrist, who spoke to us after…
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