By Nicole Tidei
AI is rapidly transforming the way we work, from content creation to decision-making and optimizing operations. A recent McKinsey survey reveals that 78% of respondents are using AI in at least one business function. As they should be — AI can process data up to 10,000 times faster than human synapses on simple tasks. But speed alone doesn’t guarantee meaningful results. For PR professionals, the key to making client-facing campaigns stand out lies in knowing when and how to leverage technology — and when to continue to lean on human insight to drive results.
AI streamlines many processes and enhances workplace efficiency. While humans do the creative thinking, generative AI like ChatGPT fuels the brainstorming process. Some platforms, like Jasper, are even exclusively trained for marketing best practices — personalizing media outreach and generating press releases, op-ed and article ideas based on past client campaigns.
Generative AI has the potential to automate work tasks that absorb up to 60 to 70% of an employee’s time, freeing employees from repetitive tasks and allowing them to instead focus on strategic and creative tasks. By visualizing data or quickly synthesizing stream-of-thought ideas into clear outlines, AI connects ideas that may not have been readily apparent to the unaided eye and allows for a more efficient use of human brainpower.
However, knowing what and what not to use AI for is key. Research shows that 45% of marketers leverage AI for inspiration, while 31% use it to generate outlines — but this is where professionals should draw the line. A recent Accenture survey found that 59.9% of people are increasingly skeptical of AI-generated content and are questioning the authenticity of online content now more than ever.
The use of these technologies must be counterbalanced by thoughtful, human-centered (and generated) content in order to enhance the user experience, not feed the latent distrust that consumers may have of AI-generated content. It’s our responsibility as PR professionals to understand this balance and guide our clients on ways to use technology to enhance — not hinder — their existing media strategy. Now more than ever, that strategy should require human-driven storytelling to build genuine connections and maintain credibility with target audiences.
Impactful storytelling and lived experiences create deep connections with audiences. AI is generally able to adapt to writing styles and tones — and write articles within an instant — but it often lacks the nuance, insight and creativity that allows audiences to resonate with clients. This is especially important for today’s consumers, who want their interactions to feel genuine: 86% of consumers believe that authenticity is important to a brand and 81% need to trust a brand before buying from them. Brands like Red Bull that go beyond selling a product by capturing their core brand values through impactful storytelling thrive in today’s increasingly competitive market, emphasizing that the power of human-centered storytelling cannot be overstated.
PR professionals are vital bridges that help clients better connect with their audiences, and knowing how to leverage both human experiences and AI’s efficiency ensures they can make lasting impressions on their audience.
From decreasing employee task time to improving work quality by as much as 18%, AI gives PR professionals a competitive advantage while providing more time to foster client relationships. Human nuance and emotional intelligence will continue to excel in an increasingly automated world. Likewise, clients and brands that prioritize trust, ethics and genuine engagement will continue to resonate with consumers. Hybrid strategies that blend both, consistently prove that technology and creativity can work together to create compelling, audience-centered campaigns that continue to resonate.
As AI continually drives efficiency and innovation across industries, storytelling is rooted in authenticity and connection. For PR professionals and their clients, maintaining authentic human connections creates lasting bonds and brand loyalty from clients. AI provides valuable support in enhancing idea generation, offering data-driven insights and streamlining processes. But human creativity and relationship-building will drive PR success. As the world increasingly prioritizes technology and efficiency over resonance, balancing AI’s capabilities with a human touch will be the key to maintaining meaningful connections in PR.
Nicole Tidei is a Vice President at Pinkston.
