AI is doing more and more of the grunt work, but it’s clear human overlay has become more critical. AI can be used for a number of purposes now in PR: spotting trending stories and news angles, tracking and reporting on coverage, drafting pitches for journalists, curating the perfect media list and coming up with creative solutions (dare I say it). But it does create a sea of sameness. So, once the grunt work has been done, there’s a human need to tweak, improve and create, so your work stands out. AI will continue to accelerate the way working practices change in PR, but it comes with a health warning.
