AI isn’t coming for PR, it’s already here.

And, for the most part, it’s making us better. From streamlining the basics to unlocking deeper insights, AI is quietly transforming how PR teams operate.

The best part is that it isn’t replacing the craft, it’s giving us more room to practice it and to do it better. Recent studies show that 75% of PR professionals use generative AI at work, nearly three times the number from March 2023, with 93% reporting it speeds up their tasks.

AI is taking care of the heavy lifting so we can focus on what we do best: thinking creatively, building relationships, and shaping stories that move industries forward.

Smarter, faster, sharper

At a basic level, AI tools that support media monitoring, build media lists, or automate reporting are already freeing up valuable time. But that’s just the starting point.

Strategically applied, AI gives PR teams a sharper lens on what matters most. From identifying emerging themes in media narratives, to tracking sentiment shifts across sectors, publications, or competitors, AI can help surface the patterns that shape stronger strategies. It allows us to spot opportunity and risk with more precision and at scale, whether we’re advising clients on campaign direction or navigating reputational challenges.

The key is using AI responsibly and with intention. When its use is guided by professionals who understand how to blend data with context, it becomes a powerful asset for insight; elevating our work by helping us focus on impact, and not damaging the reputation of PR by fixating on output.

AI is also pushing us to re-evaluate how we nurture talent. As AI steps in to take over manual, repetitive tasks, the focus can shift to helping early-career professionals learn how to think strategically, evaluate outcomes critically, and ask better questions, not just execute.

Importantly, this shift demands a culture of openness and experimentation. Teams should be encouraged to test, learn, and share what works, not to work in silos or hide their AI use. That transparency builds trust internally, strengthens best practice, and helps ensure we’re using AI responsibly.

The human element can’t be replicated

Still, AI might be able to crunch numbers and spot trends, but it can’t touch the heart of PR; human connection.

AI can assist with generating ideas or compiling research, but it still takes a seasoned PR mind to bring originality, integrity, and brand alignment to every piece of content we produce or place. That’s why the best use of AI is as an assistant, not a human replacement.

With great power comes the need for guardrails

Of course, there are caveats. Over-reliance on AI can come with real risks: embedded bias, misinformation, ethical grey areas, and concerns around data privacy. There’s also the issue of authenticity – AI can mimic tone, but it can’t replicate lived experience.

That’s why it’s crucial we pair innovation with responsibility, and communicate to clients that while AI supports certain processes, it doesn’t replace any aspect of the PR they’re investing in.