11 Apr Human connections in a world of AI
As artificial intelligence (AI) continues to evolve and permeate various sectors, including public relations (PR) and communications, the conundrum of how we are maintaining authentic human connections is starting to take centre stage across the industry.
How should modern-day PR professionals balance this rising popularity of AI with the need for human interaction? PR is busy, PR is intense and PR needs you to have your ducks in a row, or you will miss deadlines and you will not meet your clients’ key performance indicators.
So, in terms of workload, AI can automate many tasks, such as drafting press releases, analysing media coverage, media list building, social media management, and reporting. However, relying too heavily on AI tools is risky, as it can cause the dehumanisation of your content and alienate your key audiences – the media and the general public.
While it is easy to create content with tools like ChatGPT, Perplexity or Synthesia (did you know that Grammarly is also an AI tool?), it lacks emotional intelligence, creativity and intuition that us humans bring to the table. We have already witnessed how AI is contributing to an oversaturation of content, making it increasingly difficult for companies to stand out in a crowded marketplace.
Another symptom of our times is homogenisation. Algorithms often lead to a monoculture where content becomes repetitive and lacks originality. As AI-generated content floods platforms – think about the number of AI videos coming up on YouTube or Facebook Reels, even on Spotify we are witnessing the encroachment of AI – it also raises ethical questions about attribution and the authenticity of messaging.
Human creativity is an invaluable asset in PR and communications. PR, by its very definition of ‘public’ + ‘relations’, is ultimately about human connection, and over-reliance on AI-generated content and campaigns risks losing your personal touch. The key, therefore, is to use AI as a tool and not a replacement for meaningful storytelling, as AI cannot create new ideas or inspire genuine emotional connections.
Community-driven PR strategies will be a key definer for 2025, with companies wanting to have more authentic interactions. Looking at our own clients, we have successfully hosted many in-person events, media days, awards ceremonies, training days and more – bringing in that human factor, building trust, loyalty and meaningful connections.
By prioritising face-to-face interactions and creating opportunities for dialogue, PR professionals can build trust and loyalty among their clients and other stakeholders. This rings true for companies across the board – these experiences not only enhance brand perception but also reinforce the idea that behind every message is a team of dedicated individuals who care about their audience.
To continue thriving, PR professionals must strike a balance between leveraging AI’s capabilities and embracing human creativity. By tailoring communications to meet the specific needs and preferences of your audience you will create a personal relationship and emphasise that personalisation. Here, AI tools can help you with data insights to inform your approach, while ensuring that your messaging remains authentic.
Fostering teamwork between AI systems and creative professionals allows AI to handle the repetitive tasks mentioned earlier, while the human teams focus on crafting engaging narratives, creating lasting connections.