Short answer: absolutely not.
Long answer: It’s made us indispensable.
With how easy it is to generate an article at the click of a button these days, it’s tempting to assume PR professionals should be worried about our jobs. Are we? Not even remotely.
In fact, AI has done the opposite. It has elevated PR from a tactical support function to a strategic business imperative.
Yes, AI can generate content. But it cannot generate originality.
It can’t create lived experience, proprietary insight, hard-won perspective, or credible leadership thinking. AI doesn’t invent ideas; it learns from what already exists. And what feeds those engines? Original content created by humans who understand context, nuance, markets, audiences, and timing.
Anyone worth their salt in PR has always generated original content. Thought leadership, executive commentary, brand narratives, case studies, and earned media stories—this is the raw material that now trains AI systems. Which means AI isn’t replacing PR; PR is actively shaping it.
Used correctly, AI enhances what we do by supporting human creativity, strategy, and judgment—areas that remain irreplaceable and vital to PR professionals.
And that brings us to a critical point: PR has never just been about writing.
At its core, PR is about relationships. Trust is built over time. Understanding what a journalist needs before they ask. Knowing how to frame a story so it adds genuine value—not just to a client, but to the media, the audience, and the broader conversation. That kind of instinct, context, and emotional intelligence cannot be automated. This should reassure you of your irreplaceable role in building trust and understanding.
There is, however, a caveat.
PR professionals who rely on AI to churn out content will not last. AI remixes what already exists. Without human insight and original thinking, the output may be polished—but it’s hollow. And let’s be honest: you can spot AI-generated content a mile away. It lacks texture, depth, and authenticity. It sounds right, but it feels wrong.
People connect with people.
Not machines.
At least, not yet.
This matters because we’ve entered a new era—one where visibility is no longer just about Google rankings or media coverage. It’s about AI discoverability.
When a CEO, CIO, or CTO is researching a potential partner, they’re not paging through brochures or waiting for a pitch. They’re asking AI. And the real question becomes: will your brand even appear in the top three results?
If you’re not producing consistent, high-quality original content — executive thought leadership, real client case studies, credible testimonials, opinion pieces, a well-structured SEO-powered website, and an active digital footprint — your brand simply won’t surface. And if you don’t surface, you don’t get shortlisted. You don’t get invited to tender. You don’t get the meeting. Your work matters, and your efforts are vital for visibility. Not because you’re not capable — but because you’re invisible.
PR professionals can deliberately shape authority signals and credibility, using AI as a tool to build digital trust and narrative skills that require human insight and strategic thinking.
The brands that understand this are already pulling ahead. They’re not treating PR as a once-off campaign or a reactive function. They’re investing in it consistently as a long-term asset — building digital authority ecosystems that AI recognises, trusts, and amplifies.
So no, AI won’t replace PR professionals.
But it will expose the difference between those who bring real value and those who outsource their thinking to a tool.
AI has made PR more valuable.
More strategic.
More human.
And more essential to business growth than ever before.
And yes — I made use of AI in writing this article. But the thinking, perspective, and leadership behind it are entirely my own.
Credit: Grammarly – with thanks.
