17 Ways AI is Shaping the PR Industry of Tomorrow

By Expert Panel®, Jun 24, 2025

AI is transforming nearly every aspect of public relations, from media monitoring and content creation to reputation management and crisis response. As this technology continues to evolve over time, so too will the tools, workflows and expectations that define success in the industry.

While some PR professionals embrace AI’s efficiency and speed, others are cautiously weighing its ethical and creative implications. To explore both the opportunities and challenges this tech presents, 17 Forbes Communications Council members explain how AI is impacting PR at their organizations and across the field.

1. Helps Extract Insights From Datasets

AI accelerates how comms teams extract insights from vast datasets—boosting speed, not always accuracy. Without human checks, small errors can go big. Always audit before anything goes public. - Marie O'Riordan, The Croí Initiative, including Croí Impact and Croí Capital

2. Supports, Not Replaces, Human Insight

While AI has made its mark in our industry, the heart of what we do—building trust, navigating nuance and creating compelling narratives—still relies on human insight. Technology can support work, but it can’t replace the creativity, judgment and empathy that define impactful public relations. - Johanna Herrmann, Merck

3. Transforms Reactive Storytelling To Proactive Signal Detection

AI is transforming PR from reactive storytelling to proactive signal detection. Teams can now spot narrative shifts, media sentiment trends and emerging voices in real time with tools like Similarweb. This allows communicators to lead the conversation instead of chasing it. The result is PR that is more data-informed and agile, while still requiring sharp human oversight to preserve authenticity. - Yael Klass, Similarweb Ltd.

4. Speeds Up Media Monitoring

AI is speeding up media monitoring and sentiment analysis, giving teams real-time insight into how their brand is being perceived. This helps PR professionals react faster and with more precision, but it also raises the bar for staying ahead of issues before they escalate. - Cody Gillund, Grounded Growth Studio

5. Creates Faster Responses To Support The Human Side

I started in PR, and that mindset never left me. It's a great addition that AI brings speed in evaluating, drafting responses and suggesting solutions to challenges, but PR is still about trust and instinct. The human side matters. AI can help guide the work, but it shouldn’t lead it. In a field built on relationships, it’s still about reading the moment and often following your instinct. - Rich Bornstein, Bornstein Media

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