Provoke APAC 2025: AI As A Tool To Prepare For Human Interaction

(MENAFN- PRovoke) SINGAPORE - Media interviews may be one of the most human-to-human aspects of PR, requiring instinct, sharpness and communication skills that technology cannot replicate.

But Shouvik Prasanna Mukherjee, Golin's EVP global creative innovation and chief creative officer for Asia Pacific, told the PRovoke Media Asia-Pacific Summit that using AI in media training can sharpen executives' ability to handle tough questions.

Mukherjee introduced Golin's AI trainer as a tool designed to make practice interviews more demanding and realistic. Programmed with a deep understanding of the PR industry, the system can press spokespeople with unscripted questions, simulating the unpredictability of a live exchange with a journalist.

The benefit, Mukherjee said, is in giving executives a safe but challenging environment to test their messages and delivery. Because the AI can probe and follow up in real time, it exposes weak spots that might not surface in a scripted run-through and forces spokespeople to think on their feet.

He stressed that the purpose is not to replace coaching but to make it more dynamic.“Media relations is about credibility and trust - qualities that are fundamentally human,” Mukherjee said.“What AI can do is make the training process more rigorous so that spokespeople are better prepared for the real thing.”

Mukherjee positioned the trainer as an example of how targeted applications of AI can bring immediate value to communicators. Rather than approaching AI as a broad solution, he said agencies should explore ways it can enhance professional development and build skills in specific, practical contexts.

The broader takeaway, Mukherjee argued, is that AI can strengthen the human side of PR when used thoughtfully. By making media coaching tougher and more authentic, he said, the technology helps prepare executives for the unpredictability of a media interview.

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