The operating model
A machine does the hours. A person signs the work.
Six layers run continuously across every account. Everything a machine can do without judgement, it does. Nothing reaches a client without a named human decision — and confidential information never enters the automated layers at all. This page sets out how that works, where it stops, and what we will not do.
The stack
Six layers, one gate.
Three automated layers collect and prepare. One human gate approves. Two more layers place, measure and record. The gate is not a formality — it is the point at which the firm takes responsibility for what has been produced.
Listen
Continuous monitoring across national, regional and trade media in ten Indian languages, plus search, social and client-filed disclosures. Nothing waits for a morning clipping cycle; the feed is live and it does not sleep. Where a mention matters, it is in front of a person within minutes rather than on the next working day.
Interpret
Daily briefs, competitor and sector tracking, sentiment scored by language and region, and first-pass crisis triage. The system reads what it has collected, groups it, ranks it by consequence, and flags anything that touches a disclosure obligation. Disclosure-window clocks start automatically the moment a triggering event is logged.
Draft
Releases, investor notes, social copy, scripts and visuals are generated only from filed, published or client-approved source material. The drafting layer has no licence to invent a figure, a quotation or a forward-looking statement, and it is not given one. What comes out is a first draft with its sources attached — not a finished asset.
Place
Media relations, wire distribution, owned channels and investor lists. Journalist relationships are handled by people, because they only work that way, and press distribution in India has no programmatic route we would put a client's name behind. Every placement decision carries the name of the person who made it.
Report
Live dashboards rather than monthly decks. Coverage, sentiment, share of voice, reach and cost are reconciled against source data rather than estimated from it. The assembly is done by machine; the reading, the interpretation and the recommendation that follows are ours.
Record
Approval trails, disclosure logs, expenditure records and a structured digital database for confidential information. Every entry is time-stamped and retained to the statutory period that applies to it. Access is granted by role, logged, and reviewed — and the record is held by the firm, not by a vendor.
What we do not claim. Automation removes most of the hours, not the work. Press distribution in India has no programmatic route and is handled manually. Media relationships are built by people. Creative work that carries a brand still goes to specialist hands. We would rather set that expectation now than manage it later.
The automated layers
What the machine actually does.
Monitoring
National, regional and trade media in ten Indian languages, plus search and social listening, running continuously across every account. Broadcast and print are tracked alongside digital, and client-filed disclosures are matched against what the market is actually saying.
Human check · a senior adviser reads the brief before it is sentInterpretation
Daily briefs, sector and competitor tracking, sentiment scored by language and region, and first-pass crisis triage with a severity rating attached. The system tells us what is moving, how fast, and in which language it started.
Human check · severity and response are set by a personAssembly
First drafts of releases, investor notes and scripts; live reporting; transcription of calls and interviews. This is the mechanical half of production, and it is the half that used to consume the week.
Human check · the gate, before anything leaves the firmThe limits
Where automation stops.
Every firm selling an AI story is incentivised to overstate it. We would rather be precise about the four places our machine hands the work back to a person, because those are the places where a client gets hurt if the claim was wrong.
Automation removes roughly seventy per cent of the hours, not one hundred per cent of the work.
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Press distribution is manual
There is no programmatic route to Indian press that we would put a client's name behind. Releases go out through a wire where a wire is appropriate, and by hand where it is not. A person sends them and a person follows up.
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Media relationships are human
A journalist takes a call from someone she already knows. That is built over years, it is not transferable to a tool, and no amount of monitoring substitutes for it. We do not pretend otherwise in a pitch.
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Strategic and crisis judgement is human
Deciding what to say, when to say it, and whether to say anything at all is a judgement with legal consequences. A machine can tell you what is happening and how fast it is moving. It cannot tell you what it will cost you to be wrong.
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Brand-level creative goes to specialists
Work that carries a brand's face — a campaign idea, a film, a founder's positioning line — goes to specialist hands. We use automation to clear the ground for that work, not to replace the people who do it.
Disclosure windows
Six clocks, running whether anyone is watching or not.
These are the statutory windows a listed company works inside under the SEBI Listing Obligations and Disclosure Requirements Regulations. Our monitoring layer starts the relevant clock the moment a triggering event is logged, and a person is told which one is running.
The obligation is the company's, not ours. We build the communication to fit inside the window the company is already working to, and we keep the approval trail that shows when each asset was cleared.
Confidential information
Unpublished price-sensitive information never touches the machine.
This is the part of the operating model we are least willing to be flexible about, because it is the part where a mistake is not recoverable.
Unpublished price-sensitive information is received, stored and worked on only in an access-controlled channel. It is never entered into any workflow-automation system, any shared workspace, or any generative AI or large language model service — not to summarise it, not to draft around it, not to check a fact against it.
The firm maintains its own structured digital database under Regulation 3(5) of the SEBI (Prohibition of Insider Trading) Regulations 2015. It records the nature of the unpublished price-sensitive information and the names and Permanent Account Numbers of everyone who shared it and everyone who received it. The database is internal, time-stamped, audit-trailed and not outsourced to any third party.
- PIT Reg 3(5) A structured digital database recording the nature of the UPSI, and the names and PANs of every person who shared and received it. Maintained internally, with time stamps and an audit trail, and never outsourced.
- 2025 amendment Externally-originating information may be entered within two calendar days of receipt, with effect from 10 June 2025.
- PIT Reg 3(6) Entries are retained for a period of not less than eight years.
- PIT Reg 9(2) Handling UPSI makes the firm a fiduciary, which requires a code of conduct to the standard of Schedule C and a designated compliance officer. ProEx has both.
No exception for convenience. There is no faster route, no lighter-touch route and no trial route. If a piece of information is price-sensitive and unpublished, it stays inside the access-controlled channel until it is published, whatever that costs us in turnaround time.
Scope
The line we do not cross.
We inform, we do not advise
We do not make recommendations, project returns, or offer a view on the merits of a security. That boundary is not a house preference and it is not negotiable at a client's request — it is set by the SEBI (Investment Advisers) Regulations 2013 and the SEBI (Research Analysts) Regulations 2014, and ProEx holds no SEBI registration of any kind.
No SEBI registration · no investment adviceWe do not decide what is disclosable
Whether an event is material, and when it must be disclosed, is a decision for the board, the company secretary and the company's legal advisers. We do not take that decision and we do not second-guess it. We build the communication around the decision they have made, and we build it to the same clock.
Board · company secretary · legal advisers decideAI and synthetic media
Labelled at the point of creation, not at the point of complaint.
Research, monitoring, first drafts and reporting are AI-assisted across every account. We do not treat that as something to disclose reluctantly; it is how the firm is built.
Every asset is reviewed by a person before release. Synthetic audio, image or video is labelled and provenance-stamped at the point of creation, to the stricter of the applicable standards where more than one applies — so an asset made for one channel does not fail the test on another.
We will not generate a synthetic likeness or voice of any identifiable person without written consent, and we will not generate one of a person who is not the client, at any price, for any brief.
Data protection
Processor, not fiduciary.
For client data, ProEx acts as a Data Processor and the client as Data Fiduciary under the Digital Personal Data Protection Act 2023. We process personal data only on the client's documented instructions, and for no purpose of our own.
Sub-processors are disclosed in the engagement letter before the engagement begins, and the list is kept current for the life of the mandate.