AI in PR: Demonstrating impact, while remaining human-first

Rarely a day goes by without another AI announcement in PR – new tools, new promises, new roles being created, and new questions about what this means for our work. Whether you view it as just hype or fundamentally changing our industry forever, it’s hard to deny that it will (or already is) driving a degree of change on the value of PR and how we do it.

It's for that reason, in our latest PRCA Tech Group event we tackled the following two key issues:

1. Measurement: can AI help finally crack one of the PR industry’s biggest frustrations: powerfully proving its value?
2. Human-first: how do we make sure people at every level in our industry remain truly empowered by AI and not out of a job?

Alongside myself, we had a brilliant panel of Erica Faltous, Head of Communications, ServiceNow EMEA; Harriet Meyer, Journalist and AI trainer for media; Tom Lawrence, Founder of MVPR; and Eyimofe Okuwoga, Senior Account Executive at CCGroup, a Hoffman Agency.

Below is a whistlestop tour of all we discussed, but if you’d like to watch the full discussion, then you can give it a watch here.

AI as a Sparring Partner, Not a Threat

We kicked off with a simple idea: that AI isn’t here to replace communicators, but to elevate them.

Erica described how AI has become part of her daily routine – her “brainstorming, analysis and first-draft partner” – helping her and her team focus more time on strategy and relationships. Eyimofe echoed that sentiment, explaining how he uses AI as a sparring partner rather than a shortcut. “It’s not AI doing the work,” he said, “it’s AI helping you know your work better.”

Harriet, who now trains comms professionals on using AI responsibly, called it her “devil’s advocate”, a tool that challenges bias, enhances storytelling and streamlines research. Meanwhile, Tom talked about the cutting-edge potential of AI and how his team have built an agentic operating system that mirrors the way PR professionals think and act, freeing humans up to do more of what only humans can.

That set the tone for the discussion, viewing AI as an amplifier of creativity and intelligence, not a replacement for it.

Measurement Reimagined

As mentioned, PR’s oldest frustration – measurement – was a core focus of the discussion. Naturally, the conversation homed in on Generative Engine Optimisation (GEO), and the collective case was made that it could finally bridge the gap between earned media and business outcomes. As Tom explained, large language models rank sources based on trust, meaning “quality PR coverage will matter more than ever.”

Eyimofe added that with misinformation on the rise, search engines are increasingly rewarding verified, credible outlets. That, he said, gives PR a golden opportunity to prove its worth through trusted visibility.

For years, much of the industry has advocated measuring quality over quantity. AI might finally make that possible, turning attribution from guesswork into something much more evidence-based.

The Power of Relationships

Despite all the talk of technology, what was telling was how everyone kept circling back to relationships.

Harriet was blunt: “AI hasn’t killed relationships, but it’s killed lazy pitching.” Journalists, she said, can spot robotic copy instantly, and the personal touch matters more than ever. She described seeing groups of reporters sharing examples of AI-written fluff – underlining that trust and authenticity still cut through the noise.

Erica agreed that automation should create more room for connection, not less. “All of this should be in service of relationships,” she said. Providing a timely reminder that the best tech is invisible when it’s working well, allowing the human moments to shine.

Redefining the Value of What We Do

One of the liveliest debates was around value and transparency. Tom argued that faster delivery naturally invites a rethink of billing models. “If you’re using AI correctly, it should save you time, but that doesn’t devalue the output. The conversation has to be about impact, not hours.”

Erica countered that hybrid models are more likely, blending efficiency with strategic counsel. What both agreed on, though, was non-negotiable: transparency around how AI is used, and keeping humans in the loop to preserve judgement and ethics.

As someone working agency-side, I couldn’t agree more. This isn’t about driving cost down, it’s about driving value up and making sure you are laser-focused on delivering impact. AI should enable reinvestment in people, creativity and experimentation.

Skills of the Future – From AI Fluency to Critical Thinking

Looking to the future, the conversation turned to skills and how fast they’re evolving.

Harriet called for clearer AI policies and guardrails, saying many teams are still catching up. Eyimofe outlined the traits we’ll all need to nurture: AI fluency (knowing how the tools work), AI agency (confidence to adapt them), and a growth mindset (never standing still).

Erica highlighted that while AI might write the first draft, professionals still need to know what good looks like. Junior development will look different, but it remains essential. And Tom predicted the rise of “communications architects” – senior practitioners designing AI-enabled workflows that combine automation with human creativity and trust.

Based on the discussion, that seems to be where the real magic lies – where fluency meets judgement. It’s not enough to simply know how to prompt or use a tool; the value comes from knowing when to use it, why to use it, and how to interpret what it gives you. AI fluency without human judgement risks creating more noise, not better work. But when you blend technical skill with editorial instinct, ethical awareness and emotional intelligence, that’s when AI becomes a creative partner, not just another dashboard or shortcut.

The communicators who thrive will be those who can move confidently between the two – fluent in the technology, but grounded in human insight.

Augmented, Not Automated

As we wrapped up, there was a clear consensus. The future of PR isn’t machine-led or human-only – it’s augmented.

AI will handle the repetitive and analytical, freeing us to focus on creativity, empathy and strategy. Or as Erica summed it up perfectly: “AI won’t replace you — but someone who knows how to use AI better than you will.”

That line stuck with me. Because ultimately, it’s not about keeping up with the technology, it’s about continuing to show up as the best version of what makes this industry special: curiosity, craft and connection.

A full recording of the session is available on the PRCA YouTube channel. If you’d like to get involved in future PRCA Tech Group events, whether as a speaker, collaborator or contributor, drop me a note on LinkedIn.