How AI is Transforming the PR game

Disclaimer: this blog wasn’t written by an AI. If you notice a dash (–) in the text, it's there because of me. If you felt that the text has a human tone, you are right. But even though artificial intelligence didn’t write this piece, it still plays an important role in this story, not as an author, but as a supporter, an assistant, and a tool that helps us work smarter. And that’s really the point: the question isn’t whether AI will change the way we work, but how PR professionals will use it to enhance what they already do best, strategically, creatively, and responsibly.

What AI can (and can’t) do in PR world?

Artificial intelligence isn’t a magic wand. It has limits. It can hallucinate, lacks emotional depth, and doesn’t grasp context like humans do. But when used wisely, it can simplify, speed up, and support our daily work. What AI can’t replace:
  • Creative and strategic thinking
  • Emotional intelligence and empathy
  • Authentic media and client relationships
  • Real-time crisis communication
  • Making ethically correct decisions

Artificial intelligence in PR – tools that are changing the rules of the game

We’re now in the era of generative AI. These tools don’t just read — they write, suggest, structure, and analyze. And they do it instantly. Thanks to user-friendly platforms like chat-based AI, these tools are no longer reserved for tech experts. Anyone who knows how to ask the right question can use them.

Examples of AI tools in PR - Where AI actually helps in PR

1. Writing content

AI can speed up writing – if you brief it well. It’s great for:
  • Brainstorming ideas
  • Building structure
  • Writing intros and conclusions
  • Suggesting titles and subtitles
But without human editing, the result will always sound generic. AI is an assistant, not the author.

2. Press Releases

AI can generate a solid first draft. Then we tailor it to match the client’s tone, goals, and brand voice. Helpful? Yes. Final version? Not yet.

3. Social Media

One of the easiest entry points for AI in PR:
  • Generate post ideas
  • Suggest calendars and schedules
  • Draft content for different platforms
Feed it the right info, and it becomes a powerful tool.

4. Newsletters & Email Campaigns

AI can handle segmentation, personalization, and tone adjustments — fast. Just teach it who your audience is and what they care about.

5. Blogs & Articles

“No time to write” is no longer an excuse. AI can:
  • Research topics
  • Analyze trends
  • Suggest outlines
  • Draft first versions
But giving content a soul? That’s still your job.

Why won’t AI replace PR professionals?

Even though artificial intelligence in PR is very useful, it can’t replace what truly matters:
  • Original ideas
  • Communication intuition
  • Understanding the audience and context
  • Relationship with media and stakeholders
PR remains, and will always be, a people-driven business. AI simply helps us become faster, smarter, and more focused.

Who uses AI, and Who Might Get Left Behind

The opinion of the profession is: “PR professionals who use artificial intelligence will replace those who do not use it.” It not a question if AI will replace us. It won’t. But PR professionals that know how to use it are already a step ahead. They:
  • Deliver drafts faster
  • Have more time for strategy
  • Achieve better results in less time
  • Automate repetitive tasks
In this sense, artificial intelligence in PR is like a good intern – fast, available 24/7, but needs to be constantly supervised.

AI in PR Is a Partner, not a threat

AI won’t steal our jobs. But it will push us to redefine it. It will free us from repetitive work, accelerate research, and provide templates for greater efficiency. More importantly, it will bring us to a challenge: how much we are willing to learn, adapt and develop new skills? Artificial intelligence in PR doesn’t mark the end of creativity. It’s the beginning of a new chapter - one where human intuition remains the most powerful tool.