Artificial intelligence (AI) has long been more than just an additional tool in PR. The communications industry is in the midst of a fundamental transformation: it is no longer a question of whether we use AI, but how we can systematically integrate it into our work processes.

How AI has changed the PR industry

Just a few years ago, AI chatbots helped with initial drafts of text or with brainstorming. Today, AI supports our work from start to finish: research, analysis, structuring, topic development, and content production. At the same time, it fundamentally changes how content is found. Alongside search engines, Large Language Models (LLMs) increasingly determine which sources appear visible and credible.

In this way, GEO (Generative Engine Optimization) complements traditional search engine optimization. Content must be clearly structured, professionally sound, and machine-understandable. Editorial contributions and trustworthy third-party sources are also gaining importance because AI systems often do not evaluate brands solely via their own websites.

At PR Day 2026, the focus was also clearly on Artificial Intelligence (AI).

Why should agencies in particular bet on AI now?

AI can speed up routine tasks and thus create more time for strategy, consulting, and creative conceptualization. Waiting is not a viable option: the technology is evolving rapidly – just like the expectations of clients, media, and employees.

However, AI can replace neither experience nor attitude. Although it recognizes patterns and generates plausible answers, it does not develop its own point of view. Especially when it becomes easier to create interchangeable content, classification, empathy, and a distinctive perspective become a competitive advantage. Efficiency is created by technology, but trust is created by humanity. 

Five tips for AI in PR

1. Clearly name the goal, target audience, tonality, format, and sources in the prompt.

2. Use AI as a sparring partner and ask for counterarguments or new perspectives.

3. Consistently verify facts, figures, quotes, and sources.

4. Document successful prompts and workflows within the team.

5. Write for humans and machines: Clear subheadings and precise answers strengthen SEO and GEO.

Our conclusion: Successful PR combines technological competence with human judgment. The use of AI alone does not make communication better. However, it increases the ability to guide it with strategy, substance, and responsibility.