PMI's head of comms explains why AI has made corporate websites more important than ever
Moira Gilchrist, chief communications officer at PMI, talks about why she is focusing on strategic owned content in the era of AI
Moira Gilchrist, the chief global communications officer of Philip Morris International (PMI), explained in a recent interview for Business Insider's CMO Insider series why AI has heightened the significance of corporate websites for the company. Gilchrist, an enthusiastic adopter of AI tools, highlighted the importance of owned content channels in the age of large language models (LLMs).
She emphasized that the company's internal metrics play a crucial role in showcasing its ongoing transformation, particularly its shift from traditional cigarettes to smoke-free alternatives. Gilchrist also detailed how the company is leveraging AI to optimize its corporate website for LLMs, making it a more valuable source of information for the public.
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