Is AI Taking Over PR Jobs?

In 2023 at any industry panel about generative AI, the general attitude towards was one of skepticism and even hostility. In 2025 the attitude has certainly changed, and like it or not there probably isn’t anyone in our industry who isn’t using AI, whether they admit it or not. We’ve seen firsthand how technology has transformed our industry, and left not just room to grow but to thrive. We may all be suffering from AI fatigue, but there’s always new opportunities for those who can adapt and leverage this nascent beast to their advantage.

No doubt AI is already automating routine tasks such as basic research, first drafts, content repurposing, simple ad operations, reporting, keyword clustering, media list building, and routine community moderation. Entry-level roles focused solely on these tasks may become less common but tasks that require human judgment, creativity, brand understanding, and relationship-building are becoming more valuable than ever.

Roles that involve strategy, brand voice, creative direction, insight generation, full-funnel orchestration, experiential marketing, influencer relations, crisis and reputation management, enterprise sales enablement, and analytics tied to business outcomes are gaining importance. As AI takes over routine tasks, marketing and PR teams are becoming smaller and more agile, with cross-functional “pods” and a greater reliance on contractors and specialists. AI copilots are being integrated across workflows to enhance efficiency and productivity.

In the next 3-5 years, we can expect to see the emergence of hybrid roles such as “AI-enabled strategist,” “marketing engineer,” “creative technologist,” “growth analyst,” “influencer/partner lead,” “community strategist,” and “marketing ops architect.” These roles will require a blend of technical skills, creative thinking, and strategic decision-making.

Content creation will remain crucial, but the focus will shift to producing high-quality, differentiated content that offers proprietary insights, original data, unique points of view, and fosters genuine communities. PR will evolve into reputation design, encompassing narrative architecture, stakeholder mapping, issue sensing, and influencer partnerships. Media relations will remain important, but with the supply of stories far exceeding journalist bandwidth, relationships and credibility will be key differentiators as the lines blur between earned and owned media.

Measurement will also mature, with mix modeling and incrementality testing making a comeback as privacy concerns limit user-level tracking. The ability to design experiments will become a superpower in this new landscape.

What should we do to get ready?

1. Embrace AI as a tool, not a threat. Learn how to use AI to streamline tasks, generate insights, and enhance creativity.
2. Develop expertise in strategy, brand voice, and creative direction. These skills will be in high demand as AI takes over routine tasks.
3. Build strong relationships with influencers, partners, and stakeholders. Human connections will remain crucial in the age of AI.
4. Master data analysis and experience design. The ability to interpret data and design effective narratives and experiences will set you apart.
5. Stay adaptable and commit to lifelong learning. The industry will continue to evolve, and those who can learn quickly and adapt will thrive.

By focusing on skills that complement AI, building strong relationships, and staying adaptable, PR professionals can not only survive but thrive in the age of artificial intelligence.