Is AI in PR Just a Fad or a Fundamental Shift?
By Alexandra Mayhew
Artificial intelligence has become one of the most discussed topics in public relations, marketing, and communications. The question many professionals are now asking is whether AI is a passing trend or a lasting transformation in how our industry works.
The AI Bubble vs. Real-World Impact
Some analysts are calling the current slowdown in Silicon Valley the next dot-com-style correction. Investment has cooled, start-ups are consolidating, and expectations are being reset. But that doesn’t mean AI itself has been overhyped within communications.
What matters is how agencies have approached it. Those that built entire “AI-only” businesses or relied entirely on automation are likely feeling the downturn. Those that adopted AI strategically, using it to improve research, planning, and creativity, are seeing real operational and strategic gains
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Understanding the AI Hype Cycle
The well-known Gartner Hype Cycle illustrates what we are experiencing. Many communicators rode the “peak of inflated expectations,” followed by the “trough of disillusionment.” Now comes the “slope of enlightenment” where the true value emerges.
For PR professionals, that means learning from early mistakes, refining use cases, and embedding AI tools where they genuinely add value. The goal is not to chase trends but to integrate AI in ways that make agencies more effective, agile, and data-driven.
Why PR Leaders Should Keep Moving Forward with AI
Artificial intelligence is not replacing communicators. It is reshaping how they work. The professionals and agencies that invest in AI education and integration today are building skills that will define tomorrow’s competitive edge.
Stopping now would be like abandoning social media in 2008. The hype might fade, but the underlying transformation will continue to grow.
How to Build a Practical AI Strategy
For communications teams looking to take the next step, start by reading AI Implementation Strategy: A Practical Guide for Harnessing AI Across Communications.
It outlines a practical framework for integrating AI responsibly and effectively across agency functions. For deeper guidance and tools, explore the AI in PR Toolkit, which provides detailed workflows, ethical considerations, and case studies to help your team move from experimentation to confident execution.
The Bottom Line
AI in PR is not a fad. It is a capability. And those who continue to build it carefully, intentionally, and with strategic clarity, will shape the future of communications.
AI tools were used to assist with this article.
