Moira Gilchris is the chief global communications officer at Philip Morris International.
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 the first quarter of the financial year, also said that PMI is leveraging its internal metrics to demonstrate its ongoing business evolution of replacing cigarettes with smoke-free products.The following transcript has been edited for length and clarity.I'm using AI tools for pretty much everything. I'm an absolute enthusiast, maybe an early adopter, and I can't think of a single part of my life where it has no use.From a work perspective, we've done some pretty exciting stuff to help us understand how our audience thinks and how we can ensure that our messages actually resonate with them.We've built what I call personas: artificial audience replicas where we can play around with our messaging to make sure that it's actually right for the audience. Those personas are absolutely fascinating. The feedback that we get really helps us to improve how we're communicating.
