Obviously, it is no longer a question of will AI be used in PR. Not even whether it should be adopted or not. Nor is it a question of when.
In this concluding part of our article on AI in PR, we look into how PR companies and PR practitioners can and should handle the balancing act that is artificial intelligence in the workplace. ICYMI, here’s the link to the first part of this article: https://ardent.com.ph/the-premise-embracing-the-power-of-ai-in-pr-while-managing-the-risks/.
The questions now are: How much of PR work will depend on AI or use AI? How dependent would — should — PR professional be on AI tools?
The one strong point of contention surrounding AI — and other similar technologies for that matter — is how it can dehumanize work. In the context of PR, this to a large extent relates to ideas and content.
While AI tools and algorithms provide the accuracy, speed and efficiency outside of human capacity, they do not have the capability to fully understand the nuances of behaviors, statements and meanings that humans can. AI will not take into consideration nonverbal cues and will not be able to comprehend the added meaning of body language, facial expression like a raised eyebrow and a sarcastic tone. It will not read between the lines nor detect undertones.
Artificial intelligence is still not human intelligence: It will not deliver on the core human aspects of empathy and emotional connection that are key to enabling a brand resonate with its audiences and build a relationship with them. AI-driven ideas, campaigns and content can be technically speaking accurate and effective as they will be based on data gathered, but they could lack the emotional depth that human experience and insights will provide. Just think chatbots and remember how frustrating it can be to discuss customer service concerns with them.
Then there’s the ethical aspect. AI’s capability to collect, analyze and synthesize data means it gathers data from various sources. There is therefore that probability that some of the information include or are derived from copyrighted material. When a press release uses such information without proper discernment and attribution, there’s the risk of violating IP rights.
Further, AI will not be able to filter biases and misinformation, even manipulation. Yes, even with its intelligence, AI will not be able to stop the spread of fake news. On the contrary, AI can be used to propagate fake news. A recent Google report titled “Generative AI Misuse: A Taxonomy of Tactics and Insights from Real-World Data” reveals that text, photos, videos and other content created using AI can be convincing enough that it is more difficult to tell between what is real and otherwise.
We can’t stop PR companies and individuals from using AI in their work, especially if it will make the job easier and more rewarding. But communicators must approach AI with caution, mindful of the risks and equipped to use it properly.
To not fall into the trap
But is there really a proper or secure way to use AI? How exactly can we keep using AI and still have that human touch in our content? How do we use AI for content without dehumanizing the material?
The key thing is not to overrely on AI. It’s not a one-stop shop for all our needs. Nor is it the answer to all PR problems and requirements.

AI is not and cannot replace the writer. AI can help with the research and ideation, but it can’t write the material for us. It can’t be our ghostwriter. AI can perhaps help with short pieces such as emails, but these have to be thoroughly checked for accuracy and bias and to make sure they sound human. As for longer pieces, AI tools such as ChatGPT can be used for brainstorming and gathering new ideas, but not for writing the entire piece.
So far, studies show it churns out generic, templated-sounding material anyway. (I tried an AI title generator for this article and the results failed to reflect the nuances I was hoping for.) Material that is more relatable to the reader is still the most effective.
AI can’t replace human writing style, won’t be able to share human anecdotal experience and will therefore not provide that human element that makes for effective, good reading. Even with emails and handling of comments or questions on social media, overreliance on AI can be counterproductive. Chat tools do enable real-time response, but the replies can be templated and sound detached and impersonal.
AI can help form ideas, but deciding on which ideas to go with and how to use those ideas still rests on us. Whenever using AI to gather information or generate ideas, we must evaluate data output for discrimination, bias, misinformation, manipulation and propaganda. Respect IP or intellectual property and be wary of copyrighted material. Attribute when necessary. Make sure the material that we get does not trample on people’s rights and privacy and other fundamental values.
At the same time, we must prioritize data security. As we double-check data that comes out, we have to be mindful of data that we put in and put out there. Avoid sharing confidential information in AI tools as these can be shared with others.
Companies can train their staff on the better use of AI and how to maximize its potential without compromising data security and IP. When adopting AI tools, companies must do due diligence to make sure these are the right technologies not just for the agency but its clients as well. Fact-checking and data analysis can’t be skipped and left alone to AI programs.
Think the devil is in the details. PR companies are tasked with building and protecting brand and even individual reputation. There are consequences for not paying enough attention to communication nuances, discrimination, biases and incorrect information.
As we integrate AI into our lives and work, we must keep an open mind and consciously weigh the pros and cons. New technologies can be so exciting and empowering, but as the cliche goes: Not all new is a good thing. In the context of AI in PR, the human touch can never be underestimated and replaced. AI is still only a tool, something we can leverage and optimize to make the work less arduous yet more fulfilling. But the bulk of the work still rests with our human — not artificial — intelligence.
Sources
- https://news.microsoft.com/en-ph/2024/05/23/microsoft-and-linkedin-release-2024-work-trend-index-on-ai-use-at-work-in-the-philippines/
- https://www.instructure.com/en-au/press-release/filipino-college-students-increasingly-seek-skills-based-learning-instructure-global
- https://www.linkedin.com/pulse/from-vision-reality-philippines-roadmap-ai-metaverse-adoption-toral-vbwvc
- https://go.prowly.com/state-of-pr
- https://www.washingtonpost.com/technology/2023/12/17/ai-fake-news-misinformation/
- https://technology.inquirer.net/135704/google-ai-research-distort-reality
- https://law.upd.edu.ph/faculty-portfolio/notes-on-pending-ai-legislation/
- https://prowly.com/magazine/chatgpt-for-pr/