'Perspectives' is a Telum Media submitted article series, where diverse viewpoints spark thought-provoking conversations about the role of PR and communications in today's world. This Perspectives piece was submitted by Ekta Thomas, Head of Regional Business Development, Asia at Zeno.
In a world where automation and AI are reshaping industries, the heart of communications remains undeniably human. Sure, technology offers incredible tools to boost efficiency and widen our reach. But let’s face it: the core of PR - building trust, mutual understanding, and authentic relationships - still relies on the magic of human connection.
We are only just beginning to see the potential of AI’s impact on research, content creation, and workflows. From streamlining repetitive tasks to offering new creative possibilities, AI is at an exciting frontier. But while it transforms how we work; it’s the human touch that ensures our messages resonate deeply and authentically.
At its essence, PR is about relationships - bridging the gap between organisations and their audiences. Data analytics and automated platforms may give us sharper insights or streamline repetitive tasks, but can they pick up on the subtle emotions behind someone’s words? Understand cultural nuances? Truly connect with someone’s perspective? Not yet (and probably not entirely, ever).
And when a crisis hits? That’s when human touch becomes non-negotiable. In those critical moments, while automated tools can gather, collate and present critical information in close-to real time, stakeholders aren’t looking for perfectly crafted AI-generated statements - they want genuine, empathetic responses. They trust PR pros to not just share the message but to build the bridge, leveraging relationships with journalists and other key players to get it across authentically.
At Zeno, while technology continues to revolutionise the landscape and enable exciting new possibilities, we remain committed to understanding and engaging with audiences on a deeply human level.
Yes, we embrace data-driven insights and cutting-edge tools - but only as amplifiers, not substitutes, for human creativity and empathy. Our teams dive deep into the emotional and psychological drivers that compel people to engage with brands, crafting campaigns that resonate in ways technology alone simply can’t.
Across Zeno Asia, for example, we’ve been at the forefront of blending innovation with the human element via a partnership with a Singapore-based generative AI startup. This collaboration has led to the development of an AI-powered marketing solution to help businesses work smarter, not harder. The platform makes tasks like branding, content creation, and social media management seamless. Imagine instant on-the-fly content generation, and simplified campaign workflows -all while keeping the focus on what truly matters: the message.
But here’s the thing: while such tools are undeniably innovative, they don’t replace the human touch. Instead, they free up our teams to focus on creativity, strategy, and connection - the areas where humans shine. And we’re doing it ethically, ensuring client data is handled with the utmost care, all while delivering efficient, high-quality outputs tailored to their unique needs.
At the end of the day, people connect with people - not algorithms. The most memorable campaigns aren’t just the ones that get attention; they’re the ones that make people feel something. That’s the power of a human-centered approach to PR. It’s about listening deeply, engaging meaningfully, and showing up authentically.
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Telum Media hosted its latest in-person event in Hong Kong on Tuesday, 11th November 2025, in partnership with SOPA. The panel featured Darren Boey, Founder of UnMute; Sachin B Singh, Head of Enterprise Solutions, Asia Pacific at Dow Jones; and Tom Grundy, Editor-in-Chief and Founder of Hong Kong Free Press. The morning discussion was moderated by Annabelle Droulers, Asia Tech Correspondent & Anchor at Bloomberg TV, and was followed by a Q&A session and networking.
Held at The Executive Centre, the session explored the ethics around responsible AI use in publishing and how newsrooms and organisations are responding with policy, governance, and accountability.
The panellists explored the ways that humans can remain integral in the AI machine loop; the opportunities, costs, and risks of AI integration in newsrooms and news reporting; and the value and cost of credibility, quality news, and human authenticity in the age of speed, productivity, and technological efficiency.
Darren, Sachin, and Tom also discussed their experiences and organisations’ stances on AI use in news. With input from the floor, they dove deep on talking points including the layers of protection in AI use and audience comfort levels on AI news, concluding on the note about the critical importance of AI governance, steering committees, and ongoing dialogue.
Stay tuned for more Telum Media events by subscribing to our News Alerts for the latest updates.