KPCIP workshop enhances WSSCs media teams’ capacity in AI-driven communication

The Khyber Pakhtunkhwa Cities Improvement Project (KPCIP) organized a two-day intensive training session focused on how AI-driven content creation can help develop impactful communication content to promote water conservation and reinforce the narrative around improved sanitation services.
The workshop brought together communication teams from Water and Sanitation Services Companies (WSSCs) across Khyber Pakhtunkhwa to produce citizen-focused, convincing, and high-quality communication content while promoting broader messaging on water conservation and sanitation.
In his opening remarks, Chief Executive Officer of WSSC Abbottabad, Engr. Rehan Yousaf, highlighted the importance of artificial intelligence in creating impactful audio-visual communication messages that can change prevailing mindsets regarding water and sanitation. “We cannot ignore the role AI has played and can play in changing perceptions about water and sanitation. Unfortunately, we waste water, thinking it is an infinite resource, and litter our streets because we don’t feel ownership,” he said. “AI can help generate content that addresses this perception and encourages responsible behaviour.”
The training aimed at promoting KPCIP interventions, strengthening community ownership of developmental projects, and shaping a positive narrative around water conservation, hygiene, and sustainable urban services. Trainers encouraged participants to combine creativity with factual accuracy, ensuring that public messaging remains both engaging and trustworthy.
Participants appreciated the combination of AI-based learning, strategic communication frameworks, and digital media skills, noting that the training provided practical techniques to improve the quality and impact of their communication campaigns.
On the first day, trainer Sharukh Dauran Khan conducted an intensive, hands-on session introducing participants to a suite of cutting-edge AI tools, including ChatGPT, Canva, Eleven Labs, Mid journey, Grok, and Meta AI. He demonstrated how these platforms can support scriptwriting, design development, video enhancement, voiceover creation, and content refinement. Participants practiced generating scripts, producing visuals, creating AI voiceovers, and designing awareness materials tailored to WSSC needs. The session empowered communication teams to adopt AI as a practical assistant for everyday tasks, ensuring higher productivity, consistency, and creativity in their outputs.
Following the technical demonstrations, Adnan Khan delivered a one-hour lecture on strategic communication, emphasizing the importance of planned messaging, audience understanding, and narrative building. He highlighted that while AI tools accelerate content creation, the effectiveness of communication ultimately depends on a clear institutional purpose and unified messaging. Adnan explained how WSSCs can strengthen public trust through transparency, timely updates, crisis communication, and data-backed storytelling.
The second day featured a three-hour session on Social Media Optimization (SMO) conducted by Daud Khan. He explained platform-specific strategies, content planning, organic engagement techniques, and best practices for managing digital presence. Daud emphasized that social media is an essential tool for public awareness, service updates, and citizen engagement. This was followed by a practical module where participants learned professional video recording, effective framing, photography, and field-based content collection techniques.
The workshop concluded with a commitment from WSSC teams to implement stronger public outreach initiatives and contribute to behavior change efforts across urban communities in Khyber Pakhtunkhwa.