Can’t we just use AI for this?

Three different PR pros told me they’ve been asked the same question:

“Can’t we just use AI for this?”

They’re the lucky ones – all bosses and clients are thinking it, at least these three had the courtesy to bring it up.

You’ve probably heard the same question yourself – or you soon will.

Here’s my take:

Given enough context and training, AI can write a pretty decent news release. It can help research journalists. Suggest story angles. And even do a mediocre first draft of a pitch.

If that’s all you did in a day, sure – somebody might make the case for replacing you.

But can AI integrate your comms strategy for this year with your intuition about which messages to emphasize in that news release?

Can AI nurture a reporter so they call YOU when they need a source?

Does AI know when to nudge a journalist with a text message, or when to back off for a moment? When that choice makes all the difference in landing a placement that changes your company’s trajectory (and skyrockets your career)?

No.

So, the myth going around about AI replacing PR professionals? Short of Sam Altman or Mark Zuckerberg achieving their fever dream of “Artificial SuperIntelligence” overnight, I wouldn’t lose sleep.

However, AI will change one major thing.

It’s going to make a certain kind of PR professional absolutely indispensable.

The PR pros who are thriving in 2025 are using AI to handle the mundane stuff faster—

And spending the time they save on the things that actually make a difference.

Building relationships. Thinking strategically. And staying one step ahead of the game.

And in the process, they’re making themselves so exceptionally valuable that their bosses and clients stop questioning.

Soon there will be two types of PR professionals, and I’ve seen the gap between them widening . . . fast:

On one side, you’ve got the PR pros who will get left behind because they can’t adapt.

On the other side, there are the ones who’ll become more valuable than ever.

Which will you be?

I’m assuming you’ve already decided you want to be the second, and if so, I’ve got some great news coming up – so stay tuned.

For now, let’s just say this…

October is going to be verrrrry interesting.