Tobacco Giant Trains AI to Smile Nicely While Killing Your Lungs Less
KEY POINTS
- ā¢Moira Gilchrist, PMI's global communications officer, enthusiastically detailed their AI use in messaging.
- ā¢By Q1 2026, 43% of PMIās net revenue comes from smoke-free products, up from zero in 2015.
- ā¢PMI now prioritizes their corporate website to feed AI models and ārebalance informationā on the companyās transformation.
Moira Gilchrist, the world's most enthusiastic AI fan and chief global communications officer at Philip Morris International (PMI), gleefully gushes about crafting 'artificial audience personas' to perfect selling less-dying tobacco products like Zyn and Iqos. By Q1 2026, PMI boasts that 43% of its net revenues come from allegedly smoke-free alternatives, up from a heroic 0% in 2015 Japanāwhere it all started. Gilchrist admits the PMI website was once a ghost town, visited only by journalistic archaeologists and keen investors, but now it's premium real estate optimized not for humans, but for large language models (because SEO is suddenly old-school). The company's shiny AI-backed campaign carefully balances spinning smoke while somehow 'setting the record straight' about transforming an industry built on cancer sticks. This all unfolds while the rest of us mere mortals attempt not to cough.
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(1 of 3)Philip Morris trained AI personas to make cancer delivery sound hip and futuristic. Nothing screams progress like asking robots to lie politely about smoke.
If AI can fake sincerity, Philip Morris is already decades ahead of the smoker at family dinners.
Congratulations to Philip Morris for turning websites from 'investor snooze-fests' into robo-spin doctors 2.0.
Source: Businessinsider | Published: 8/6/2026 | Author: Erica Iacono,Julia Hood
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