Interview with Mr. Abdolali Khan-Ahmadi, Head of Commercial Advertising and Branding at Esfahan Steel Company.
There is no longer any doubt about the importance of public relations in today’s world. Fewer institutions and economic organizations consider themselves independent of public relations services. From its early days, the field of public relations has been concerned with the exchange of information and data. Public relations is the point of connection between an organization or institution and mass media, as well as communication with public opinion. The advent of cyberspace opened a new window for the growth of public relations. This time, public relations departments themselves could play the role of media. Now, the discussion is about artificial intelligence and the new, serious challenges it presents for public relations. Neglecting these scientific advancements, whose greatest impact is seen in enhancing social communications, could result in falling behind competitors and straying from the goals of the organizations involved.
The 21st Metallurgy and Steel Exhibition, held in December 2024 in Tehran, provided a platform to showcase the capabilities of public relations in steel companies. Mr. Abdolali Khan-Ahmadi, who is responsible for commercial advertising and branding at Esfahan Steel, one of the most experienced steel producers in Iran, has answered several questions from Ghazideh Jahan Foulad magazine.
Abdolali Khan-Ahmadi: “God created humans as intelligent beings capable of solving their problems and addressing issues related to themselves, and even, if necessary, repairing and rebuilding themselves. Consider the fact that humans have reached a stage where their brains, digestive systems, and internal organs can be repaired and restored. When we see a robot, created by humans, start repairing its own parts, we are amazed. However, Almighty God has created humans as beings who can repair and rebuild their own bodies.”
Khan-Ahmadi continues: “Stephen Covey, in his book, mentions that humans are even capable of observing their own actions from a perspective above and beyond themselves. In fact, they can assess their actions in a ‘three-dimensional’ way and simultaneously reconstruct and improve their own behavior and actions.”
The Head of Commercial Advertising at Esfahan Steel continues: “If we are to complete our mission in alignment with God’s creation, we must enhance the concept of intelligence, specifically the updating of artificial intelligence. Public relations is no exception to this and must undoubtedly continue in this path to fulfill its mission. The application of artificial intelligence and the use of avatars, in fact, should be integrated into the digitalization process to complete its operations.”
The Head of Commercial Advertising at Esfahan Steel continues: “If we are to complete our mission in alignment with God’s creation, we must enhance the concept of intelligence, specifically the updating of artificial intelligence. Public relations is no exception to this and must undoubtedly continue in this path to fulfill its mission. The application of artificial intelligence and the use of avatars, in fact, should be integrated into the digitalization process to complete its operations.”
Khan-Ahmadi adds: “The mission of Esfahan Steel, as a company whose foundation is based on social responsibility, and where the entire structure of the company is linked to the concept of social responsibility, requires that we reflect these goals in the design of the booths and advertising efforts of Esfahan Steel.”
He further defines social responsibility as: “Carrying out production and economic activities in alignment with the benefits of society and ensuring the well-being of the community.”
The Head of Commercial Advertising and Brand at Esfahan Steel continues: “Esfahan Steel, through the production of mineral arc and rails, which are currently being showcased in the Esfahan Steel booth, is fulfilling its mission. We are producing a product that is directly related to the safety of the mining workforce and the security of society.”
He emphasizes: “Our main duty in branding is to utilize and consider artificial intelligence and modern branding methods, and we view it as a mission that God has assigned to us.”
In response to our question about which virtual reality or artificial intelligence technologies they have used for branding, Khan-Ahmadi says: “We have started this work, and in fact, in line with our commitment and contract to use artificial intelligence, avatars, and other related systems, we are moving forward. The start of this work has been made, and we hope to see its positive effects in the public relations of Esfahan Steel in the current and coming year.”
When we ask Khan-Ahmadi about the plans made to increase awareness regarding digital transformations and artificial intelligence, he says: “We are already using digital transformation and artificial intelligence in the social media channels of Esfahan Steel, and we are utilizing platforms that inform the public relations activities in this regard. The start has been made, and God willing, we will see its effects more fully in the future and this year.”
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