As we approach the start of a new year, one thing is clear: humans are relying more on machines than ever before. And while technology continues to shape the way we work, it has become evident that AI is here to complement our efforts.
The best in the business know it — AI is here to stay, and it’s time we learn how to adapt. Yet, human judgment remains critical to ensuring the quality and effectiveness of our work. In PR, where it’s about human relationships, this is especially true.
AI is changing the game
AI has made its mark on PR, offering solutions that help professionals work smarter and more efficiently, freeing up time for deeper, more strategic thinking.
The Thomson Reuters Future of Professionals report suggests that AI could free up 12 hours per week within the next five years, with four hours saved per week in the next year alone, emphasising the potential efficiency gains when used wisely.
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Take content creation, for example. Tools like OpenAI’s ChatGPT can generate outlines, propose fresh angles, and even clean up complex copy. It’s a huge time-saver, allowing teams to move from idea to execution faster than ever before.
ChatGPT frees up more time for fine-tuning communications and developing larger PR strategies, allowing us PR professionals to focus on what truly matters—building strong client relationships.
My own experience with AI these last couple of years has shown me that it is a powerful ally in data analysis. Social media listening, media monitoring, and coverage analysis are all enhanced with AI. The technology quickly identifies key messages, tracks brand sentiment, and extracts insights that would otherwise take hours to compile.
A perfect example of how AI helps a brand’s PR is the case of Netflix, which uses AI-driven predictive analytics to recommend shows based on user preferences. This kind of predictive power in AI allows PR professionals to anticipate trends, understand audience behavior, and craft proactive strategies that resonate with their target market.
AI is great, undeniably. But, as helpful as AI is, it’s not a magic button. While it can automate tasks, we still need to inject creativity and strategic thinking. I have personally made peace with the fact that AI can’t replace my judgment or insight. It gives me a push, but it can’t replace that essence that makes my work uniquely mine.
Human judgment is more important than ever
PR isn’t just about data — it’s about storytelling, relationships, and understanding the human side of communication. AI can help generate ideas or analyse conversations, but it lacks the emotional intelligence that human beings bring to the table.
Prowly tested ChatGPT’s advantages and disadvantages in assisting with PR and found several limitations: it lacks pure creativity in idea generation, struggles with the communication nuances necessary for building relationships in the field, and can’t authentically engage target audiences. AI, in its current form, misses the critical human touch essential for effective PR.
One of the most important steps in integrating AI into PR is knowing when to draw the line. Relying too much on AI can backfire. At one point, AI made me lazy. I was so fascinated by what it could do, I let it take over tasks I should’ve handled myself. My creativity suffered. The truth is that AI can assist, but it’s the human touch that gives PR campaigns their originality and impact, and the human productivity that gets the job done.
The takeaway? Use AI to streamline your work, but never let it replace the strategic insight and emotional depth that only we humans can provide. PR is about connecting with people, and machines simply can’t do that.
Striking a balance of efficiency and insight
The challenge isn’t whether to use AI — it’s about using it effectively. For PR professionals, this means finding the right balance between automation and human input, or perhaps, between Artificial Intelligence and human genius. Let’s not underestimate our brain’s capabilities. We were born to create and forge meaningful relationships; Why rely on a human creation to do that for us when we can use it to combine the artificial with the human and produce refined work?
But using AI well requires more than just downloading the latest tool. According to a survey from the World Federation of Advertisers, 80 per cent of multinational brands are concerned about how their creative and media agencies are using GenAI.
Legal risks (66 per cent), ethical concerns (51 per cent), and potential damage to reputation (49 per cent) were identified as major obstacles to wider adoption. This shows us just how careful we’ve got to be while using AI in PR. Yet, the solution is quite clear.
By tapping into the industry’s top tools — sustainable investments that even giants like Coca-Cola have adopted — and bringing on AI experts who are aware of the technology’s limitations, we can harness GenAI effectively while addressing the ethical and legal challenges it poses.
The future of AI in PR depends on smart usage. Those who master the integration of AI without compromising creativity or strategy will discover a powerful ally that will elevate their work, not replace it; those who don’t may find themselves relying on generic solutions that fail to resonate in a landscape that demands authentic, human-driven communication.
By Hanae Ouakrime, PR and Communications Consultant
