Refrain from letting systems rule you Meenakshi Lekhi warns communicators about AI

Reputation management is becoming less about amplification and more about alertness, trust, and strategic judgment as deepfakes, artificial intelligence, misinformation, and real-time media continue to change the communications landscape. Former Minister of State for External Affairs and Culture Meenakshi Lekhi, who gave the keynote talk at the IMAGEXX Summit & Awards 2026 in New Delhi, provided a pertinent analysis of the increasing complexity that modern communicators face.Speaking to a group of PR executives, corporate affairs specialists, and reputation managers, Lekhi made the case that although technology is speeding up information and impact, ethical communication, quality, and trustworthiness remain the cornerstones of reputation.

She emphasized the growing role of communications professionals as crucial advisors who help organizations navigate a time when reputational risks can arise and spread at previously unheard-of speeds, as well as as guardians of brand image."The real merit is in the product itself," she stated, highlighting the need of communication experts. It can be difficult to establish a reputation when quality is lacking, but when it is present, it isn't usually emphasized. You are the ones who oversee that as experts and are aware of the framework that requires the good aspects to be emphasized.She emphasized that media outreach and publicity are just two aspects of the communications function. Lekhi asserts that PR specialists are in a unique position to offer strategic criticism that can enhance goods, services, and client interactions. "Your input might enhance quality while you are maintaining your reputation. Because you are closer to understanding stakeholder expectations and customer emotions, you can all contribute to improvising on services, she added.