AI Already Standard in PR Sector

 Once a glamour field in which creativity is saluted, the public relations sector could become just another business overtaken by AI. 

The Wall Street Journal documents that just about every PR agency has adopted AI. Some even have developed proprietary tools. The human input, including the creativity, can often be done by an AI app. For example, AI can actually connect the dots and come up with unique pitches. However, they have to be overseen by humans. But doing that only requires a small number of humans. Not masses of creatives.  

In addition, AI can automate tedious time-consuming tasks. WSJ notes:

"When a client is the subject of negative headlines, the PR firm Golin can use AI to track more real-time responses and test potential responses on synthetic focus groups created by large language models ..."

Therefore, it's predictable that professional anonymous networks such as Fishbowl PR and Reddit PR capture the despair of those who can't land entry-level positions in PR agencies or have been forced out with nowhere to go. Edelman, which has developed a generative engine optimization app for client branding, had conducted two major layoffs. 

In coaching, I warn professionals to carve out a role in which they're irreplaceable. That could be the function in PR which supervises the AI tools.

Scared by the uncertainty? Faith-based Career Coaching. Special expertise with transitions, reskilling and aging. Complimentary consultation with Jane Genova (Text 203-468-8579, janegenova374@gmail.com).




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