AI makes content abundant, but trust remains scarce: Joyce Lorigan at PRAXIS India
By Staff writer in Media News on Friday, 16th October 2026 at 7:31pm
Artificial intelligence can generate press releases, speeches and social media posts in seconds, but it cannot determine what audiences will find meaningful, credible or culturally relevant. That distinction, according to Joyce Lorigan, is pushing the communications profession beyond content production towards building trust and reputation.
“AI isn't making communications less important. I think it's making reputation more important,” said Lorigan, Group Head – Corporate Affairs and Chief Marketing Officer at Springer Nature, during her keynote on Purpose with Accountability: Building Reputation Through Impact in the Age of AI at PRAXIS India.
Her argument was straightforward: as AI makes content easier to produce, earning the trust of audiences becomes consid...
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