PMI's head of comms explains why AI has made corporate websites more important than ever

Moira Gilchris is the chief global communications officer at Philip Morris International. PMI Moira Gilchrist, the chief global communications officer for Philip Morris International, was interviewed for Business Insider's CMO Insider series. Gilchrist said large language models make a company's owned content channels more important. She also spoke about how the company's internal metrics help tell the story of its ongoing transformation. 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."