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Calls for oversight as artificial intelligence shakes up PR
Ethical lapses embarrass and erode the trust PR exists to build. While strategic roles may rise, entry-level and tactical positions face pressure, as AI commoditises routine tasks.
As communicators commemorated World PR Day under the theme “The Golden Age of Strategic PR,” attention fell on artificial intelligence. What began as a productivity tool has become a strategic partner, reshaping the gathering of insights and crafting of messages.
Data from Muck Rack’s 2026 report shows 76 per cent of PR practitioners are using generative AI – a level that has steadied after rapid early growth. It is easy to understand AI’s hype and appeal: speed, scale, and the ability to distill complex ideas into clear language.
