AI may conceivably become your closest collaborator: Dilip Cherian

India's renowned Communications Consultant, Campaign Advisor and Political & Policy Professional, Dilip Cherian, delivered a provocative keynote address at the e4m PR & Corp Comm 30 Under 30 Summit 2025, warning industry professionals that the communications landscape has fundamentally transformed beyond recognition.

Speaking at the event, Cherian shared insights from his current consulting practice that paint a picture of an industry at a critical inflection point. His address, titled "Leading in the Age of Acceleration: Building Trust, Culture and Clarity in a Fast-Moving World," aligned with the summit's theme of "Looking ahead 2026: Learning, Challenges and Opportunities."

Cherian opened his address by describing two recent assignments that illustrate the dramatic shift in communications work. One involved a West Coast private equity powerhouse organizing a closed-door session with global leaders including the heads of Perplexity and NVIDIA, focused on positioning AI development from a global south perspective. The other concerned strategic thinking around India's aviation crisis and potential policy changes.

"The consulting practice that I gave you a glimpse of is no longer there for communications or PR or public affairs or lobbying," Cherian emphasized. "Communications tomorrow is going to be dominated by some of the stuff that I am actually doing today in terms of the way you put the work picture together and the way you deliver results to the client."

He stressed that while media relations still matters, success now requires what he calls "integrity, innovation and intuitive intelligence," often disguised as years of experience but also involving the ability to mobilize networks of specialized expertise quickly.

Moving beyond the familiar VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) framework, Cherian painted a stark picture of the current environment. "Is it the silence of the lambs as we hurtle into 2026?" he asked. "Are we like marionettes in a puppet show or like lambs herded by deaf shepherds? The show you are partying in now has a demented set of masters."

His message to the young professionals in attendance was unequivocal: "This is the time to stand and shout that into the void because you don't know what you will hear back. You need to seek answers. You need to raise your own voice."

Addressing the millennial and Gen Z workforce directly, Cherian challenged conventional wisdom about work-life balance. "Sorry millennials, it doesn't exist," he stated bluntly. "And if it does, you're not actually getting a job doing any of the stuff that I'm talking about."

On the topic of artificial intelligence, Cherian struck a balanced tone, urging professionals to embrace AI strategically. "AI may conceivably become your closest collaborator. Don't fear it, but please don't romanticize it either," he advised. "Partner with it in parts. Let it amplify your thinking, but you've got to start with your thinking."

He cautioned that even as the singularity approaches, AI remains "at best, at least for the next few months... still a blunt instrument." The key, he suggested, is using AI to enhance human judgment rather than replace it, warning professionals to watch out for when AI "hallucinates or becomes a horse whisperer."

Addressing the industry's talent challenges, Cherian acknowledged the trauma that managers experienced during COVID-19, noting that it has "traumatized permanently their ability to actually function as managers." He observed that rapid turnover and lack of loyalty have become defining features of the current workforce.

"If you're in your job today and below 40, remember your manager must have learnt a bitter lesson in the past," he said, adding that managers no longer expect loyalty from young professionals. Instead, he emphasized resilience as the critical survival trait: "Have the resilience and make sure that that resilience is visible when you deal with a client."

Cherian was particularly critical of young professionals who prioritize money too early. "Talent today does not stay for a job description, but sadly, inexperience often makes them opt for money as a measure. They do this far too early in the game, and those who play that game, you must let them carry on, because there's no point trying to keep them with more money."

The veteran consultant redefined crisis management for the modern era, noting that it's "no longer about just saving face. It is about the very survival of your business." He pointed to the unprecedented pace of policy changes, driven by governments facing pressure from citizens who are now also commentators.

"Today a crisis can alter an entire industry faster than you can change, or even Piyush could change, the punchline of an ad," Cherian noted, referencing the legendary adman Piyush Pandey, who was honored with a special tribute at the event.

He emphasized that influence no longer comes solely from media but forms in corridors, on social media, and in war rooms. "Boardrooms still matter a lot. But conference rooms don't matter at all," he declared. "So get real-life experience. Read the energy, the hesitation, and also the hope."

In his closing remarks, Cherian issued a challenge to the industry's rising stars. "Remember that if you are not on the menu today, then it's unlikely that you're going to be at the high table tomorrow," he warned. "If you're not called in today for advice, then there's no chance that you're going to be a respected professional in the way things are evolving tomorrow."

Yet he also offered a path forward, emphasizing the importance of learning from experienced professionals and building strategic partnerships. "Those partnerships that I talked about earlier are the secret ingredient to making success in these post-VUCA times," he said.

His final message combined urgency with inspiration: "Step into your journey with a clear conviction and a steady hand. Lead like the world is listening to hear you fall. Because that's what the world is listening for. But somewhere in the future, the people you inspire will already be grateful. They are grateful for the choices that you make today."

The keynote set a thought-provoking tone for the day-long summit, which culminated in the awards ceremony honoring 30 professionals under the age of 30 who are reshaping the communications industry.