Concept PR goes all in on AI with Concept X launch

Concept PR made a decisive move into the digital-first era with the launch of Concept X, an AI-led initiative designed to offer its clients integrated, data-driven solutions. This strategic expansion is aimed at cementing the independent communications agency’s position in the evolving digital ecosystem, helping brands engage audiences, build reputation, and amplify visibility across multiple touchpoints.

Concept PR has long been a player in both traditional and digital PR, but the surge in demand for specialised digital-first strategies spurred the firm to create Concept X. The new division will utilise AI tools for research, insights, content development, production, and amplification, ensuring that brands can craft targeted narratives that resonate in an increasingly fragmented media landscape.

“Concept Group continues to invest heavily in data, content, digital-first initiatives, AI labs, production, and technology to stay ahead of the curve in all communication solutions,” said Vivek Suchanti, chairman and managing director of Concept Group.

Concept X aims to deliver transformative digital strategies, using AI-powered precision targeting and dynamic storytelling to enhance brand reputation. With the ability to track media trends in real-time, automate content creation, and optimise audience engagement, the initiative positions Concept PR as a key player in India’s evolving PR landscape.

The launch of Concept X comes at a time when the Indian PR industry is experiencing rapid growth and an increasing reliance on AI. According to the SPRINT 2024-25 survey by the Public Relations Consultants Association of India (PRCAI), conducted with Ipsos and Astrum Reputation Advisory, the industry generated INR 2,500 crores in revenue for FY 2023, marking a 19% year-on-year increase. With a compounded decadal CAGR of 12.8%, the sector is projected to reach INR 4,570 crores by FY 2030.

AI is playing a pivotal role in this transformation. The PRCAI report found that 90% of industry leaders see AI as essential for driving growth, particularly in areas like research and strategy (82%), conversational AI (77%), and personalised content creation (57%). Yet, investment in AI varies widely, with only 13% of firms making significant investments, while 47% adopt moderate approaches and 30% remain hesitant to commit resources.

“As the industry embraces AI and big data, it faces the challenge of navigating AI-generated misinformation, highlighting the need for strategic differentiation for us to foster creativity, adopt the right technology, and continue to build industry-ready talent,” said Deeptie Sethi, CEO of PRCAI.

The introduction of Concept X is a direct response to these industry shifts, ensuring that Concept PR stays ahead of the curve. By leveraging AI-driven digital solutions, PR firms can streamline operations, automate processes, and harness data insights to make more informed strategic decisions. AI tools also enable brands to pinpoint influential voices, track media trends in real-time, and create hyper-personalised content to engage niche audiences effectively.

Global players are also embracing AI-led PR strategies. In November, IPG Mediabrands unveiled an AI-driven initiative in collaboration with Google Canada. The partnership focuses on developing AI-powered solutions for select clients, leveraging Google’s platform to enhance campaign efficiency.

Two pilot projects are already in motion: one using AI-driven video ad bidding models and another employing generative AI to identify trends and recommend creative strategies. The trend is clear—AI is reshaping PR, and firms that adapt quickly stand to gain a significant advantage.

Omer Syed, CEO of Concept X, believes the new division will redefine digital communications through a data-driven, precision-led approach. “In today’s dynamic environment, content is at the heart of audience engagement, and we are committed to crafting impactful narratives that build strong, future-ready reputations. While continuing our collaboration with Concept PR’s clients, Concept X will also drive independent, transformative digital strategies tailored to the evolving needs of modern brands. It’s a commitment to innovation, compelling storytelling, and measurable growth,” he said.

As the PR landscape in India matures, agencies are under pressure to integrate AI solutions that not only streamline workflows but also enhance creativity and strategic execution. Concept X attempts to offer a solution to this challenge, ensuring that brands remain visible and relevant in an increasingly cluttered digital space.

By blending AI-driven insights with precision storytelling, Concept X aims to create impactful campaigns that resonate across industries. Whether through audience segmentation, predictive analytics, or automated content generation, the division is designed to provide brands with the tools they need to navigate the fast-evolving digital world.