What are PRs using AI for, exactly?

Luke Proctor, AI lead at Wildfire: “As a tech PR agency, we’re always the first to experiment with the latest tools. Most of us now use premium AI platforms for generating text, images, audio and video. Day to day, they help with first drafts, automating admin, and speeding up work.

“But the real value comes when you stop thinking about AI at a task level and start applying it strategically across entire workflows.

“We also use AI daily to understand what B2B audiences, influencers and journalists want, through synthetic personas. These let us test run ideas, pitches and messages to cut through crowded inboxes. Or we might model a client’s key audience to refine messaging before launch.

“None of this replaces our people. Everything is shaped by our consultants and tech experts. AI simply gives us more time to focus on relationships, consultancy and creativity.”

Rachel Humphrey, founder and director at Brand Building Co: “As a small agency owner, it’s vital that we deliver the same high standards as larger players in our industry. For me, that doesn’t mean doing more with less, it means becoming a better, stronger team. 

"AI allows us to do exactly that. It enhances the way we work so we can focus on creativity, relationships, and impact, rather than getting caught up in repetitive or time-consuming tasks. Here are a few ways I’ve started to integrate AI into our work:

• Evolving press materials. AI helps us repurpose existing copy and pitches into polished resources and assets, so we maintain consistency and quality without reinventing the wheel each time.

• Sharper research and insights. We can gather industry data and spot trends faster, strengthening our pitches and press content with smarter insights.

• Smarter systems and tracking. I’ve always loved Airtable for new business and client management, but its new AI features have taken it to another level. AI helps us build systems that are faster, more accurate, and more sophisticated than I could ever create manually, giving us the equivalent of top-tier technical admin support, which most agencies (large or small) could only dream of."

Liliya Arutyunyan, founder and director at Let's Press: “I try to not overly rely on AI in my PR work, and outside of work, because I think critical thinking, creativity and genuine connections are still at the heart of PR. That said, it definitely has its place as a tool to make certain tasks more efficient.

“For example, there are great platforms that can quickly analyse large volumes of data like reviews, social media comments and customer feedback, and pull out patterns or rising trends. What would take a team hours, or even days, to sift through manually can be spotted in minutes, giving a head start in understanding what the public is saying and feeling.

“With AI, I can also identify potential crises earlier by flagging sudden changes in sentiment or unusual spikes in conversations, which I find incredibly useful for proactive reputation management. And, on more of a business level, as a founder, I automate repetitive admin tasks like drafting basic reports to free up time for deeper strategic work.

“So while I don’t replace the core of PR work with AI, it streamlines processes so I can focus on what really matters in PR which is connecting with people in meaningful ways.”

Emily Hatton, founder of AI OS, a framework to help agencies grow with AI: “AI is already reshaping how agencies work, but the real opportunity comes when it’s built into operations, not just used for quick wins. Our AI OS framework is designed around five pillars: auditing where AI can drive the most value, onboarding tools in a structured way, integrating them into workflows, training teams to lead with AI, and measuring results.

“For PR agencies, that means moving beyond drafting releases. AI can strengthen research, media monitoring, sentiment and trend analysis, and campaign reporting - freeing teams to focus on creativity and relationships. The key is putting the right structure in place: standards, training, and a clear framework that makes AI a long-term capability, not just a set of productivity hacks”.

Charlotte Chadwick, associate director at The Bliss Group: "We see AI as one tool among many, but a powerful one. It complements our core strengths: industry experience, training, and our established research and analytics platforms.

“We believe AI will become as essential to businesses as email or the internet. However, human creativity, experience, critical thinking, and empathy remain irreplaceable for work that truly resonates in this industry.

“Our AI strategy is simple: deliver more client value through continually improved insights, sharper strategy, and broader impact.

“We also moved quickly by partnering with a VC-backed AI startup as a design partner, helping create custom workflows specifically for PR and marketing agencies. These tools feature enterprise-grade security and privacy—data isn't shared or retrained, so every workflow prioritises client safety and value.

“Finally, rather than having one AI guru, we've embedded AI knowledge across the entire agency. Every team member is trained to use AI responsibly, understand how it adds value, and explain this to clients. This makes AI part of how we all work. It isn't about replacing people or chasing efficiency for its own sake. It's about giving our teams and clients more while strengthening the human side of our work."