If we had to choose one term that has defined the communications industry in recent years, it would undoubtedly be artificial intelligence in PR. From tools that automate routine tasks to advanced data analysis and content creation, AI has become an integral part of everyday public relations work. But with progress come serious questions: Can AI ever replace human intuition? Where is the line between efficiency and loss of authenticity?

What AI Really Enables in PR

Automation of repetitive tasks

AI tools assist with:

• Generating summaries and headline suggestions
• Preparing sentiment analyses
• Predictive campaign analytics
• Automated customer support responses

These tools save time, improve efficiency, and enable PR professionals to manage large volumes of data more effectively.

Content personalisation

AI facilitates the creation of tailored content for different audiences. Content can be customised based on demographics, interests, and user behaviour, enhancing engagement and relevance.

Risks of AI in PR

Loss of authenticity

Artificial intelligence still cannot fully grasp context, emotion, or tone in the way a human can. Examples of influencers using AI to draft apologies show how results can feel cold, generic, and unconvincing.

Spread of misinformation

Automated tools may unintentionally distribute incorrect information if they rely on flawed sources. Without human oversight, the reputational risk is significant.

Weakened communication skills

Over-reliance on AI in writing may lead to a decline in creativity, analytical thinking, and the ability to make quick, context-sensitive decisions—especially in crisis situations.

Case Studies: When AI in PR Doesn’t Work

Spotify Wrapped 2024

Using AI to generate personalised music reports led to errors in analysing user preferences. The creative concept faced criticism as users felt it reflected automation rather than personalisation.

Matilda Djerf’s AI-generated apology

Popular influencer Matilda Djerf issued an apology following allegations of mistreatment of employees. The public quickly noted that the apology sounded robotic and AI tools confirmed it was not personally written. The result? A loss of trust and a weakened brand image.

AI in PR is a Tool, Not a Replacement

AI is a powerful ally, but it should never be the sole solution. In crisis situations, empathy, speed, and adaptation to tone and context are key to successful communication. AI can assist, but it cannot take responsibility.

Guidelines for Responsible AI Use in PR

1. Maintain human control – AI can suggest and analyse, but humans must make the final decision.
2. Balance automation and authenticity – Use AI for operational tasks, not for messages that define brand identity.
3. Test and evaluate output – Review how AI-generated content sounds and appears to the end user.
4. Educate your team – Understanding AI’s capabilities and limitations is essential for effective use.
5. Ensure transparency – Communicate AI usage openly; audiences value honesty.

The Future of PR and Artificial Intelligence

Artificial intelligence in PR will continue to evolve, but the key to the future lies in balance. The communications profession is built on trust—trust earned through human interaction, understanding, and emotion.

AI in PR: Potential with Conditions

When used thoughtfully, AI can enhance efficiency, support analysis, and free up creative space for teams. Without the human element, however, the most critical aspects—authenticity and genuine audience connection—are at risk.