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

Rarely does a day pass in the PR industry at the moment, where an agency is not announcing a new AI product or investment. And many would say with good reason… It is promising to finally crack one of the industry’s biggest frustrations: proving its value in a way that the board can’t ignore. From connecting earned media to business outcomes to predicting audience behaviour, the potential for sharper, more compelling measurement is now very much a reality.

But… with agencies now promising ‘boundless capacity’ powered by AI, and in-house teams expected to do more with less, do as comms professional, we risk substituting more with better, and speed and scale being prioritised over trust. How do we make sure people at every level in our industry remain truly empowered by AI and not out of a job?

Discussion points to include:

• Measurement unlocked: Is AI the breakthrough PR has been waiting for to truly demonstrate impact?
• Keeping it human: How do we roll out AI in ways that protect our people, relationships, creativity, and integrity?
• Avoiding the productivity trap: How do we stop AI from driving a race to volume rather than value in PR outputs?
• Stakeholder expectations: With AI promising faster turnarounds and cheaper outputs, how do we reset conversations with clients around quality and originality?
• Practical playbooks: Real-world examples of how AI can be rolled out successfully and sustainably, from measurement dashboards to content generation, without eroding human oversight.

 Participants: 

• Chair of panel - Will Cook, Founder, 393, Co-chair of PRCA Tech Group
• Harriet Meyer – Journalist + AI trainer for PR
• Tom Lawrence – Founder MVPR 
• Eyimofe Okuwoga, Senior Account Executive, CCGroup
• Erica Faltous, Senior Director, Communications EMEA, ServiceNow