"As artificial intelligence continues to disrupt industries from law to media to public relations, you don't need me to sing its praises. AI is most likely here to stay, and all of us-from agency owners to entry-level employees-need to accept our new reality. If you fail to embrace AI, you will fail to adapt to a rapidly changing workplace. The most appealing workers know how to integrate AI into their daily workflows to broaden the horizons of their productivity, and the best employers know it."
"However, we can't overestimate AI either. There is (still) much more to the modern workplace than the power of large language models like ChatGPT or Google Gemini. Especially in fields like PR and marketing, many agencies are going all in to automate their processes with AI, but people are going to keep craving the human touch (yes, still). Agencies that double down on real, authentic relationships will be the ones that win because they will stand out more and more."
Artificial intelligence is disrupting industries from law to media to public relations, and adoption is necessary across roles from agency owners to entry-level employees. Workers who integrate AI into daily workflows increase productivity, and employers favor candidates who can apply AI effectively. At the same time, AI should not be overestimated because human contact remains essential, especially in PR and marketing. Many agencies automate with AI, but audiences continue to crave the human touch and authentic relationships. Emotional branding and communicating with personality create familiarity and loyalty, enabling people to feel seen and to trust brands. People still prefer human interaction for complex purchases, support, and professional advice rather than relying solely on bots.
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