What you probably already know: Artificial Intelligence is disrupting many industries right now but it is squeezing public relations and marketing companies in dramatic ways. AI has become the fastest growing technology in history. According to Stanford University's 2026 A.I. Index Report, it reached 53% of the population in just three years (by comparison, it took the internet about five times longer to accomplish the same thing). That’s making it difficult for some companies and in some cases, entire industries to adapt.
Why it matters: More companies are choosing to outsource to AI for their social media content, press releases and media pitches. Many are also using AI-generated images. “I’m more concerned about the accuracy of AI-generated visuals spreading misinformation vs. written content,” says Erin James, the director of marketing and PR for Ascend Hospitality Group, a restaurant group based in the Seattle area. “With everyone’s three-second attention spans, I think imagery can be more misleading because it’s easier to consume. I don’t have a resolution, but strongly recommend that brands have crisis communication templates ready for anything.”
What it means: Media literacy has never been more imperative. It’s up to the consumer to question news sources, imagery, and information. James believes that traditional media isn’t going anywhere anytime soon, though she does acknowledge the traditional definition of “good coverage” has changed. “Whatever can deliver the most eyeballs, impressions and engagement defines good coverage these days,” she says. “‘Shareable content’ is the new gold standard.” Some PR firms are adopting the technology to make themselves more efficient. According to a report released in 2025 by the USC Annenberg Center for Public Relations, 71% of PR professionals say AI is extremely or very important to the future of PR. It can help craft individual pitches to reporters, analyze large bodies of work for tone and accuracy, and even aid in predictive crisis response tactics.
What happens next: Even as AI disrupts this industry, clients still want to see traditional media coverage. “I hear success stories every day from clients who see and feel the effects of media coverage reported by professional journalists and it’s encouraging to know that work still has positive meaning and significant financial impact,” says Lisa Nourse, who owns her own hospitality-focused PR and strategy firm in San Francisco. While AI can be enormously helpful for small businesses that lack the budget for more robust resources, and for large businesses trying to scale, PR experts suggest it remains important to have human oversight, particularly of sensitive announcements or news stories.
