AI’s Great, But the Future of Comms is People

AI is changing public relations by making earned media and trusted human relationships more valuable, not less. While automation improves efficiency, brands that combine AI with authentic expertise and strong journalist relationships will be best positioned for both search visibility and long-term reputation.

This year I made the decision to jump back from client-side to the buzz and pace of agency life. The timing couldn’t have been more perfect.

Since my time away, AI’s completely transformed agency life. For one thing, securing earned placements – the bread and butter of PR agencies – is more important than ever. 

Why AI Is Making Earned Media More Valuable

This is because earned media is one of the strongest signals for LLMs. A well-written, thoughtfully placed byline that genuinely contributes to industry conversation gives LLMs exactly what they value: expertise, authority, experience, and trust. Studies show that over 90% of AI-generated answers cite earned media sources, making high-quality coverage critical for AI visibility. 

Beyond AEO, agency work now involves a growing range of AI tools. We’re using AI to support everything from creating integrated marketing content to spotting emerging trends and helping clients respond to them with tools like SourceCode Inflection. Our Global Head of Innovation, Kevin Dulaney, is already working on the next wave of AI capabilities, and every time he walks me through what he’s building, I’m genuinely amazed.

My client portfolio also reflects the huge change that AI’s having. Based in Silicon Valley—the heart of the AI boom—I work with an incredible roster of AI enterprises. After two decades in tech, the stories we’re telling today are the most exciting, even as we all grapple with what these changes mean for the future.

AI Is Raising the Value of Human Connection

However, the biggest impact of AI is that it’s turning the spotlight back on human connection. 

While AI and automation help brands scale content production, poorly executed campaigns are fuelling a wave of low-quality content that’s turning audiences away.

It’s thought that 74% of newly created web pages now contain AI-generated content. That would be fine if it was any good. Unfortunately most of it isn’t, and 52% of readers say they reduce engagement when they identify content as AI generated. That’s a lot of people to lose.

It’s no wonder B2B buyers are turning away from the open web and back to what they’ve always trusted: inner circles and curated peer communities.

The Future of Communications Will Always Be Human

So, what does this mean for Comms? Well, it means to remain relevant we need to focus on what AI can’t do: real, human relationships. Agencies are going to continue to transform over the next few years. But you know what? I think the ones that succeed won’t be the ones that double down on AI and automation at the cost of everything else. Rather, it’ll be the agencies that balance technological innovation with good old fashioned PR basics such as picking up the phone to speak to journalists, attending events with clients and journalists to build relationships, and having those deep conversations to understand stakeholder needs, to build ecosystems that serve those around them.

AI can make research, drafting, and workflows more efficient, but successful comms still depends on trusted relationships with journalists, sound strategic judgement, and a deep understanding of people.