Business
Survey reveals Lankan PR agencies see AI as a game-changer, emphasizes need for technical know-how and ethical guidelines
In a recent research study involving 25 leaders and executives from PR agencies in Sri Lanka, it was found that over 90% of participants believe that Artificial Intelligence (AI) is already present in the country’s communications industry. Moreover, nearly two-thirds of the respondents stated that AI is poised to have a significant impact on the PR industry within the next three years.
While 21 respondents mentioned that their agency leaders understand the true potential and impact of AI in communications, the survey highlighted the greatest challenge faced when advising clients on AI-related matters: the lack of actual sound knowledge and understanding, as well as the potential applications and limitations, which was identified by 70% of the participants.
This challenge was closely followed by other factors, including a skills gap in talent, difficulties in proving the value of AI, and budget considerations. Interestingly, the survey revealed that clients do not frequently seek expert advice from agencies on AI matters.
Thanzyl Thajudeen, the country representative, underscored the importance of better preparation for AI in Sri Lanka by acquiring technical know-how and talent. Thajudeen emphasized that this preparation should encompass various aspects of communications, such as multi-scenario planning, deep audience insights, content automation, crisis mitigation, and active monitoring. Additionally, building creative capacity and skills and implementing industry guidelines to uphold standards and ethics were also highlighted as essential steps.
One of the key findings from the survey was that 56% of respondents expressed concerns about the potential misuse of AI by PR professionals, and some indicated that they would not use AI at all. On the other hand, 88% of respondents believe that PR professionals should utilize AI content writing platforms, like ChatGPT, with many already using them for social media management and press releases.
The survey also revealed that the most used AI tools among the respondents included ChatGPT, Canva, Google Analytics, Grammarly, and social media analytics. When it comes to acquiring AI knowledge, self-learning was the preferred method (76%), followed by on-the-job training, workshops, events, and related qualifications. Additionally, 22 respondents strongly recommended the regulation of AI in the country, along with the implementation of ethical guidelines specifically tailored for the PR industry.
The Public Relations and Communications Association (PRCA), the world’s largest professional PR body, conducted the survey. Representing 35,000 PR professionals in 82 countries worldwide, PRCA is a global advocate for excellence in public relations with a mission to create a more professional, ethical, and prosperous PR industry. Through exceptional training, authoritative industry data, and global networking and development opportunities, PRCA aims to empower PR professionals. It also manages the International Communications Consultancy Organisation (ICCO), the umbrella body for 41 PR associations and 3,000 agencies worldwide.
The Delegation of German Industry and Commerce in Sri Lanka (AHK Sri Lanka) proudly facilitated the first-ever Sri Lankan delegation’s participation at Drupa 2024, the world’s largest trade fair for the printing industry and technology. Held after an eight-year hiatus, Drupa 2024 was a landmark event, marking significant advancements and opportunities in the global printing industry.
AHK Sri Lanka played a pivotal role in organising and supporting the delegation, which comprised 17 members from the Sri Lanka Association for Printers (SLAP), representing eight companies from the commercial, newspaper, stationery printing, and packaging industries. This pioneering effort by AHK Sri Lanka not only showcased the diverse capabilities of Sri Lanka’s printing sector but also facilitated vital bilateral discussions with key stakeholders from the German printing industry.
Business
Unveiling Ayugiri: Browns Hotels & Resorts sets the stage for a new era in luxury Ayurveda Wellness
In a captivating reimagining of luxury wellness tourism, Browns Hotels & Resorts proudly unveiled the exquisite Ayugiri Ayurveda Wellness Resort Sigiriya. This momentous occasion, celebrated amidst a vibrant and serene grand opening on the 6th of June, heralds a new chapter in the Ayurveda wellness tourism landscape in Sri Lanka. Nestled amidst 54 acres of unspoiled natural splendour, Ayugiri features 22 exclusive suites and stands out as the only luxury Ayurveda wellness resort in the country offering plunge pools in every room, rendering it truly one-of-a-kind.
The grand opening of Ayugiri Ayurveda Wellness Resort was an enchanting event, where guests were captivated by the melodies of flutists and violinists resonating through Sigiriya’s lush landscapes. As traditional drummers and dancers infused the air with vibrant energy, Browns Hotels & Resorts’ CEO, Eksath Wijeratne, Kotaro Katsuki, Acting Ambassador for the Embassy of Japan and General Manager, Buwaneka Bandara, unveiled the resort’s new logo, marking a significant moment witnessed by distinguished guests from the French Embassy, Ayurveda and wellness enthusiasts along with officials from the Sigiriya area, LOLC Holdings and Browns Group.
“Our strategic expansion into wellness tourism with Ayugiri Ayurveda Wellness Resort Sigiriya symbolises a significant milestone for Browns Hotels & Resorts. Wellness tourism has consistently outperformed the overall tourism industry for over a decade, reflecting a growing global interest in travel that goes beyond leisure to offer rejuvenation and holistic well-being. By integrating the timeless wisdom of Ayurveda with modern luxury, we aim to set a new standard in luxury wellness tourism in Sri Lanka. Whether your goal is prevention, healing, or a deeper connection to inner harmony, Ayugiri offers a sanctuary for holistic well-being” stated Eksath Wijeratne.
Ayugiri encapsulates the essence of life, inspired by the lotus flower held by the graceful queens of the infamous Sigiriya frescoes. Just as the lotus emerges from the murky depths, untainted and serene,
Ayugiri invites guests on a journey of purity and rejuvenation, harmonised with a balance of mind, body and spirit, the essence of nature, echoes of culture and the wisdom of ancient Ayurvedic healing.
HNB General Insurance, one of Sri Lanka’s leading general insurance providers, has been honored as the Best General Bancassurance Provider in Sri Lanka 2024 by the prestigious Global Banking and Finance Review – UK.
The esteemed accolade underscores HNB General Insurance’s unwavering commitment to excellence and its outstanding performance in the field of bancassurance. Through dedication and hard work, the HNB General Insurance team has continuously endeavored to deliver innovative insurance solutions, cultivate strong relationships with banking partners, and provide unparalleled service to customers nationwide. This recognition is a testament to the team’s dedication and relentless pursuit of excellence in the bancassurance business.
“We are honored to receive this prestigious award, which reflects our team’s tireless efforts and dedication to delivering value-added insurance solutions and exceptional service through our bancassurance partnerships,” said Sithumina Jayasundara, CEO of HNB General Insurance. “This recognition reaffirms our position as a trusted insurance provider in Sri Lanka and motivates us to continue striving for excellence in serving our customers and communities.”
