Artificial intelligence (AI) is rapidly reshaping the communications landscape. Conversations with clients are shifting from "What is AI?" to "How should we be using it?". What once felt like a problem of the future is now becoming embedded into how consumers discover information and how visibility is earned and credibility is built online. As these shifts continue, every public relations agency must evolve alongside them.
At H5, we view AI as a tool that enhances PR services, not one that replaces the human expertise (or ownership) behind strong storytelling, thoughtful strategy and meaningful media relationships.
Here are two major ways we are witnessing AI influence the PR industry today and what it means for clients and brands moving forward.
AI Is Becoming Embedded in Modern PR Daily Workflows
Across the communications industry, AI adoption is accelerating. In fact, 76% of PR agency pros already integrate the technology to improve efficiency and streamline day-to-day workflows. From brainstorming and summarizing research, to optimizing reporting and supporting creative development, AI tools can help uncover new efficiencies. These platforms are becoming increasingly integrated into how teams organize information, identify trends, and support campaign development.
Here is a (non-exhaustive) list of some ways AI can be used in practice in PR:
Research + Monitoring: Complete an industry deep dive to get up to speed on a new industry quickly or understand how your brand or client is being talked about in larger cultural conversations.
Ideation + Planning: Get a gut check on a concept by using AI as a pressure test, asking it to explain your idea back to you in one sentence to ensure the core idea isn’t overly complex.
Copywriting + Storytelling: Use AI to iterate or refine your writing, having it review tone and to improve clarity.
Analyzing + Reporting: Distill insights down from large data sets to help summarize overall performance and surface key insights.
At the same time, successful PR still depends on many elements AI cannot replicate: strategic thinking, emotional intelligence, cultural awareness and authentic relationship-building.
Evolving Search: Why AI Reinforces the Value of Media Relations Services
AI-powered search tools are also changing how information is surfaced online. As consumers increasingly turn to AI-assisted tools for everyday information and to research and inform purchasing decisions, brands are paying close attention to the factors that influence digital visibility. While discovery through traditional media, social platforms or direct brand channels are still common, 50% of consumers already research information through an AI-influenced ecosystem.
As a result, PR agencies must think broadly about visibility and brand credibility. PR plays an important role in this by securing brand mentions in earned media coverage, ultimately influencing how information appears across AI generated search results. This evolution reinforces the value of media relations services and strategic communications efforts that prioritize credibility, consistency and meaningful storytelling.
“Consumers rely on AI for their day-to-day choices, making AI relevant at every stage of PR programming – from campaign ideation to garnering those coveted earned media stories. It’s the AI cycle of PR,” said Michelle Cammenga, Agency H5 Strategist.
Communications strategies today should account for how audiences find information, how credibility is established and how brand narratives appear across both traditional and emerging platforms. Now more than ever, trusted third-party validation and authoritative brand storytelling contribute not only to awareness, but also to broader digital discoverability.
The Future of PR Services: Why the Human Element Still Matters
AI will continue to transform the communications industry, but technology alone is not what creates impactful storytelling.
At H5, we believe AI should enhance efficiency – not replace strategic thinking, creativity or an undeniable human X factor which makes brand communications feel more genuine. People should be talking to people, and the most effective communications strategies still rely on nuance, relevance and authenticity that resonates with real audiences.
As AI continues evolving, brands that balance innovation with credibility will be best positioned to stand out. The future of PR is not about replacing human expertise. It is about using new tools thoughtfully to strengthen the work behind it.
Learn more about our Agency H5 PR approach in our blog on Rewriting the PR Playbook.