AI is in PR now. Not as a trend — as a tool.
And it’s useful… if you use it wisely.
Because nothing kills brand trust faster than sounding like an AI-generated press pitch.
So here’s my take: AI should help you move faster, but it should never replace judgment.
Use AI for:
✅ brainstorming content themes
✅ drafting first versions (not final)
✅ summarizing long research
✅ building media list starting points
✅ repurposing copy into formats (blog → email → captions)
Don’t use AI for:
🚫 mass pitching without personalization
🚫 writing “emotional” brand stories without edits
🚫 sending messages you haven’t actually read
🚫 anything high-stakes that requires nuance (crisis comms, reputation issues)
Best practice:
If AI writes it, your brand voice should edit it.
The magic is: AI + human taste.