Artificial intelligence is no longer a distant frontier for the PR and communications industry. It’s here – already embedded in the way many practitioners work, influencing how we understand audiences, engage with media, and measure impact.
What began with automation tools is quickly developing into a broader transformation. As AI in PR continues to evolve, it presents both opportunities and questions – not just about productivity or efficiency, but about how communicators approach their craft, what skills are in demand, and how the profession will continue to deliver trust, relevance, and strategic value in an AI-enabled world.
From Manual Monitoring to Meaningful Insight
One of the most visible impacts of AI in the sector has been the shift away from repetitive, time-consuming tasks. Tools now automate processes like media monitoring, transcription, and sentiment analysis – once handled manually – at scale and speed.
Take media intelligence. Where teams previously relied on labour-intensive clipping services or manual headline trawls, AI can now parse thousands of pieces of coverage within minutes, flagging reputational risks or highlighting unexpected voices shaping the conversation. Platforms such as Otter.ai and Trint have similarly streamlined transcription and summarisation, giving professionals quicker access to the substance of a meeting, interview or stakeholder call.
The significance of these tools lies not just in the time they save, but in their ability to feed insight and pattern recognition into the strategic decision-making process. In an environment where comms decisions are increasingly data-informed, this capability is a major asset.
Personalisation at Scale
One of the most promising frontiers of AI in PR is its ability to support hyper-personalisation. From audience segmentation and message variation to tone adaptation, machine learning is enabling more tailored outreach across a range of channels.
According to Muck Rack’s 2024 State of AI in PR UK report, two-thirds of UK-based PR professionals already use AI in their workflows. Of those, 91% say AI has helped them work faster, and 75% believe it has improved the quality of their output. These findings reflect a sector where tools are no longer just trialled – they’re being actively integrated into the creative process.
Whether it’s personalising journalist outreach, adapting press releases for regional audiences, or generating content variants for different platforms, AI is allowing teams to achieve new levels of relevance. That said, practitioners are also approaching these tools with caution. The most effective messages are still shaped by editorial judgement and cultural awareness – things that can’t be easily automated.
The Evolving Skill Set
As AI becomes more embedded in PR workflows, the profession is seeing a quiet redefinition of roles and skill sets. While core competencies such as storytelling, stakeholder engagement, and crisis navigation remain central, there is growing demand for what might be called “AI literacy”.
This doesn’t require every practitioner to become a data expert, but it does involve understanding how the technology functions – where its strengths lie, how it’s trained, and where its limitations or ethical risks emerge. This is particularly important when it comes to interpreting outputs, identifying bias, or assessing the appropriateness of tone and message.
There is also a renewed premium on the very human skills that AI cannot replicate: judgement, critical thinking, emotional intelligence, and the ability to read the wider societal mood. As tools take on more tactical load, the ability to see the bigger picture becomes even more valuable.
Changing Dynamics Between In-House and Agency
As AI adoption grows, many in the industry are watching how it may influence the relationship between in-house teams and agencies. With more accessible tools on the market, internal teams are often empowered to move quickly on certain activities that previously required external support.
At the same time, many agencies are exploring how AI can enhance their own offering – whether through data-backed insight, predictive analytics, or expanded content capability. This dynamic is prompting useful reflection on how each side adds value, and how both can collaborate more effectively in the service of long-term outcomes.
The result isn’t a reduction in interdependence, but a shift towards greater clarity and complementary strengths. AI is encouraging both sides to focus on what they do best – and in some cases, that means rethinking traditional processes or partnership models.
Risks That Demand a Human Lens
While the upside of AI is clear, there are also risks that the sector must address head-on.
Generative AI can produce copy that sounds fluent but contains errors, misinformation, or inappropriate tone. If used uncritically, this not only risks reputational harm but undermines the credibility of the profession itself. The same applies to bias – especially when models are trained on unrepresentative data, or when diverse perspectives are not baked into campaign design.
There’s also a challenge around junior development. For decades, entry-level tasks like media list building, coverage analysis, or first-draft writing have served as training grounds. As automation grows, leaders across the industry are rightly asking: how do we develop future talent in an AI-enabled workplace?
These are complex questions – and they don’t have easy answers. But they highlight the need for thoughtful, intentional leadership as the pace of change accelerates.
AI in PR is not a trend. It’s becoming a foundational capability – one that will shape the profession in ways we’re only beginning to understand. As adoption continues, the priority must be to build trust, safeguard authenticity, and ensure the next generation of communicators is equipped not just with the tools, but with the values that underpin the discipline itself.
