AI is a brilliant partner in PR. Until we turn it into a competitor

For most of my career, PR and communications has been about judgement.

Not press releases. Not coverage reports. Not even messaging frameworks.

Judgement.

What to say. When to say it.Who should say it. And, crucially, what not to say.

That’s why I’ve embraced AI faster than many in our industry. I see the upside clearly. AI is already an extraordinary partner in modern PR and communications.

It makes us faster, sharper, more informed, and when used properly, more strategic.

But here’s the uncomfortable truth we need to face. AI will only remain a partner if we stop trying to turn it into a replacement for professional judgement.

And right now, parts of our industry are doing exactly that.

The golden age of AI-assisted PR

Just to be clear: AI has already transformed PR and communications – for the better.

Used well, it removes friction from the work that slows us down and distracts us from thinking.

Today, AI can:

• Analyse media sentiment at scale

• Track reputational risk in real time

• Surface emerging narratives before they hit the mainstream

• Support scenario planning and crisis simulation

• Accelerate research, benchmarking, and insight

• Improve message testing and content optimisation

That’s not “nice to have”. That’s strategic advantage.

AI has given senior comms leaders something rare: time back. Time to think, to advise, to challenge boards, to shape strategy rather than chase outputs.

This is the version of AI I believe in: AI as an amplifier of human intelligence, not a substitute for it.

Where we start getting it wrong

For me, the problem begins when AI is treated as a shortcut to expertise.

When organisations ask:

• “Can AI write our PR strategy?”

• “Can AI handle our crisis comms?”

• “Can AI replace our agency?”

• “Can AI manage our reputation?”

That’s when AI stops being a partner and starts being positioned as a competitor.

Not because AI wants to replace us. But because leaders misunderstand what PR actually is.

PR is not content production.

PR is not distribution.

PR is not visibility.

PR is applied judgement under uncertainty. And that’s the bit AI cannot own.

Why AI will never truly replace strategic PR

AI is exceptional at pattern recognition.

PR is about pattern interpretation.

AI can tell you what people are saying.A strategist tells you why it matters.

AI can model risk.A senior advisor understands consequence.

AI can generate options.An experienced practitioner chooses the one that aligns with values, ethics, culture, and long-term reputation.

In a crisis, AI might give you 20 perfectly written holding statements. Only a human knows which one won’t destroy trust with staff, regulators, patients, investors, or the public six months down the line.

That gap – between information and judgement – is where PR still lives.

And it always will.

The real competitive threat isn’t AI

Here’s the part many in PR don’t want to hear. AI isn’t replacing great PR professionals. It’s exposing mediocre ones.

If your value is:

• Writing press releases

• Rewriting talking points

• Producing content without context

• Reporting outputs instead of outcomes

Then yes, AI is a threat.

Because AI can already do that faster and cheaper.

But if your value is:

• Strategic counsel

• Reputation stewardship

• Stakeholder intelligence

• Board-level advice

• Ethical decision-making under pressure

AI doesn’t replace you. It depends on you.

The choice facing PR leaders now

The future of PR is not “human versus machine”. It’s human judgement augmented by machine intelligence.

But that future only works if we stop overselling AI as a silver bullet and start repositioning PR as a strategic discipline again.

That means:

• Moving conversations away from tools and towards outcomes

• Educating boards on what AI can and cannot do

• Using AI to sharpen insight, not outsource thinking

• Reclaiming PR’s role as a leadership function, not a production line

If we don’t, we’ll train decision-makers to believe that reputation can be automated.

And once that belief sets in, it’s very hard to undo.

My Line in the Sand

I use AI every day. I recommend it to clients. I build it into strategy. But I will never pretend it replaces experience, judgement, or accountability.

PR isn’t about saying the right thing. It’s about standing behind it when it matters.

AI can assist that work. It can strengthen it. It can elevate it.

But it cannot own it.

And the moment we allow that line to blur is the moment PR stops being a profession and becomes a commodity.

About the author

Michael O’Connor is a partner at Grey Sergeant, specialising in PR, communications, and engagement across brand, healthcare and non-profit sectors. Through his consultancy Grey Sergeant, he helps organisations define their brand, strengthen their reputation, and communicate with clarity. For more information, contact michael.oconnor@greysergeant.com