Curious Public – “The Canadian Communications Market: Disruption for some, opportunity for others”
Canadian PR and communications firms are feeling the impact of AI very differently, depending on the mix of services they sell. Curious Public’s Lloyd Rang argues that AI is putting the most pressure on commoditised content production while increasing the value of strategic counsel and high‑trust advisory work. For IPREX members, it is a useful case study in how an individual market is being reshaped by automation, and where firms can still grow by leaning into judgment, creativity and complex problem‑solving.
Key takeaways from the piece include:
Content development and writing are identified as the most exposed services as generative AI tools mature.
Strategy and consulting are presented as growth areas, where clients still prioritise expertise and sector insight.
PR and reputation management are described as relatively resilient, but evolving in scope and expectations.
Firms that reposition around higher‑value advisory work are better placed to adapt to AI‑driven disruption.
Read the full article on Curious Public