It’s almost impossible, with the fast-paced and revolutionary nature of Artificial Intelligence, for any sector or industry to remain untouched by this transformative technology.

Much has already been written about how AI is reshaping core sectors within the tech industry — software development, cloud computing, cybersecurity, fintech, and big data.

While the dominant conversation focuses on how many jobs AI might eliminate or, on the flip side, what new opportunities it might create, it’s equally important to pay closer attention to how we communicate in this new era.

Now, more than ever, brands equipped with tools like ChatGPT, Claude, Grok, and other AI-powered software can generate content at an unprecedented scale — with minimal human input.

But amid the noise — AI-generated content stripped of the emotional depth and layered storytelling that only humans can offer — brands that embrace storytelling in their communication will stand out. These brands will cut through the noise and connect meaningfully with their audiences.

The question is no longer whether PR and communications professionals should use AI (they have no choice), but rather how and when to deploy it to remain indispensable to the brands they serve.

For instance, when drafting press releases, rather than relying on AI to produce soulless, generic content, professionals can use AI for ideation or as an editing tool.

There’s also an urgent need to automate the repetitive, time-consuming aspects of PR: media monitoring, mention tracking, reporting, influencer research and identification. These tasks can be efficiently handled by well-developed AI agents.

Also Read: How to Build an AI Agent: A Beginner-Friendly Guide

By automating the mundane, PR professionals can redirect their energy to their core role — building and nurturing relationships between a brand and its public.

And this role requires what AI still cannot replicate: deep creativity, emotional intelligence, and human connection.