In the 2020 Relevance Report, I made a few predictions about the impact Artificial Intelligence (AI) would have on the PR profession. Some have materialized - some have not. What I could not have predicted was the mind-boggling speed with which OpenAI’s GPT models would evolve and how profoundly they would impact all of us.
Looking Back: What Came to Pass
In 2020, I emphasized the efficiency AI would bring to repetitive tasks. Today this is evident across the PR industry. AI tools have become integral to everything from automating social media monitoring and trend analysis to enhancing campaign measurement. Platforms like Sprinklr and Meltwater are empowering PR teams more than ever to work faster, smarter, and with greater precision.
I also predicted AI would play a major role in creating content. Tools like ChatGPT are now writing press releases, blogs and every type of written material, while applications like DALL-E and Midjourney crank out original artwork within seconds of being prompted. These Generative AI applications have far exceeded my expectations in streamlining content development and improving editorial process efficiency. When I became the CEO of Secondmind three years ago I relied on ghost writers to craft bylines for me due to bandwidth constraints and I rewrote every single one, much to the dismay of my head of PR. After its release in 2023, ChatGPT became my co-author for just about everything, from expert opinion pieces like the one you are reading now, to investor pitches, and more.
The ability to predict and defuse crises has also developed significantly. By leveraging AI for advanced sentiment analysis and real-time social listening, companies like Dataminr and Zignal Labs are helping brands better detect emerging issues and intervene when a crisis is unfolding. However, as I suggested five years ago, human decision making remains critical in managing these situations. AI can provide valuable insights with exceptional efficiency, but it cannot replace the nuance, care and out-of-the box thinking of human experts.
Don’t believe the hype…
After 10 years of commercializing AI technologies in consumer and enterprise applications, I’ve experienced multiple cycles of AI hype. We are in the midst of one right now, fueled by the popularity of Generative AI, and the pattern is predictable: lofty expectations will lead to inevitable disappointment when AI fails to deliver on every promise.
Generative AI reached the ‘Peak of Inflated Expectations’ on the 2023 Gartner Hype Cycle and is now sliding toward the ‘Trough of Disillusionment’ in half the time of its predecessor, Deep Learning. We can expect a cooling period in 2025 as initial results fall short of expectations - something I welcome because it signals a shift to practicality and pragmatism. Real value will emerge on the ‘Slope of Enlightenment’, and scale will be reached at the ‘Plateau of Productivity’ as early as 2026 when companies unlock sustainable applications that deliver real value.
For PR this means that while existing tools may not meet all the expectations, they will quickly mature into valuable assets for content creation, personalized messaging, and audience engagement.
The Next Five Years…
AI will continue to evolve rapidly and eventually enhance just about everything we see and do, and the next five years will be defined by a partnership forged between PR experts and technology.
Hyper-Personalized Communications: AI will analyze vast amounts of data and extract patterns to enable hyper-personalization at scale. Brands will tailor every piece of content, from press releases to social media posts, to individual stakeholders. PR professionals will leverage AI to create highly targeted messaging using real-time behavioral data, driving stronger engagement and more meaningful relationships with their audiences.
Predictive Content Creation: AI tools will analyze audience preferences, media consumption patterns, and social trends to predict what types of stories, themes, and angles will resonate best, before they are written. This will allow PR teams to anticipate the next viral campaign or crisis and be proactive with messaging and risk management.
AI-Enhanced Media Relations: The future of media relations will be AI-driven. We will see the emergence of AI tools that identify and help build relationships with journalists and influencers based on coverage patterns and interests. These tools will help PR professionals pitch stories that are hyper relevant and timed perfectly, ensuring the right content reaches the right contacts at the most opportune moments.
Greater value for PR: I think the most profound thing AI will do for PR is erode knowledge silos within companies. Historically, PR professionals have been communicators first, relying on domain experts with specialized knowledge to develop effective campaigns and collateral. With AI, PR professionals will easily develop a comprehensive understanding of important domains like product development, research and customer service. Being armed with more knowledge will enhance collaboration and cement the role of PR as essential and integral to the operation and success of any business.
I often refer to AI as ‘Augmented Intelligence’ - a more appropriate term from my perspective. AI is a toolbox that gives us superpowers to learn and do stuff more efficiently, and Generative AI is one AI tool among many. AI alone will not replace human expertise in PR or any profession because it cannot create new things, innovate new ideas, or make decisions independently. Only humans can do these things. Those who fail to harness the power of AI will struggle to remain relevant. Those who do will shape the future PR and thrive.
Gary Brotman is the chief executive officer and director at Secondmind, an AI company focused on optimizing complex systems in the automotive industry. He has 20+ years of experience leading teams responsible for building and commercializing product and service lines for leading Fortune 500 companies and startups with machine learning, mobility, and media at their core.
