Is AI your new colleague?

Andrew, AI feels both new and revolutionary to many. But is artificial intelligence actually a new phenomenon in PR and marketing?

Andrew: AI itself is far from new — it dates back to the 1950s. However, it regularly cycles through periods of intense hype and subsequent disillusionment, known as “AI winters.” The recent resurgence of interest is driven largely by the accessibility and capabilities of large language models (LLMs), notably ChatGPT. The shift in recent years is less about the technology itself, and more about widespread access to it.

Why did ChatGPT specifically act as a lightning rod for this recent surge in AI interest?

Andrew: ChatGPT became pivotal because it provided a user-friendly, intuitive interface to interact with the underlying GPT technology. Previously, engaging with these models required programming skills and specialised knowledge. ChatGPT democratised access, leading to its unexpected viral adoption, dramatically exceeding OpenAI’s own expectations.

Is AI something PR firms should embrace or could they safely ignore it?

Andrew: Ignoring AI isn’t a realistic or sustainable approach; firms need to understand and integrate these tools effectively to remain competitive.

Much of the conversation around AI revolves around efficiency. Is there more to its potential than simply saving time?

Andrew: Absolutely. Efficiency is the most immediate benefit, as it frees up time. However, AI’s real potential lies in enabling entirely new workflows, enhancing creativity, improving effectiveness and discovering innovative approaches to challenges. Focusing solely on efficiency can lead to lower-quality outputs and missed opportunities.

Can you give a practical example of how AI tools can deliver real benefits in PR beyond efficiency alone?

Andrew: One practical example is the Canvas mode in ChatGPT Plus, which allows users to easily edit and adjust the readability level of their content. It enables you to clarify complex technical information rapidly, ensuring content is precisely tailored to different audience levels, significantly improving its quality and effectiveness.

If AI tools are so accessible and powerful, why would a company in the STEM sector still choose to hire a PR agency rather than do it themselves?

Andrew: Although AI tools are powerful, their effectiveness hinges entirely on the quality of input and human judgment. Many companies discover quickly that good PR isn’t just about pressing a button — it’s about strategy, context and understanding audiences. Agencies bring specialised expertise and deeper strategic thinking that goes far beyond mere content generation.

How can PR professionals and agencies keep pace with rapid developments in AI?

Andrew: Keeping up with every AI development is unrealistic and unnecessary. Agencies should focus on a smaller set of highly relevant tools. Regular training and practical experimentation through focused resources, such as AI-driven content feeds, help teams remain informed and capable without becoming overwhelmed.

Are there any specific AI tools you’d particularly recommend for PR professionals right now?

Andrew: Yes, beyond ChatGPT and Claude for written content, Microsoft Copilot is excellent because it integrates AI into familiar tools like Word and Excel. Google’s Notebook LM also stands out because it allows users to ground AI-generated content directly in user-supplied documents and multimedia, including audio and video files. Perplexity is another useful tool, functioning as an AI-driven search engine.

Beyond technology, what’s the most significant challenge agencies face with AI?

Andrew: The biggest challenge isn’t the technology, it’s about people and processes. Effective AI integration requires clear strategy and significant investment in training. Many professionals fear that AI will make their roles obsolete. Agencies must thoughtfully address these concerns, showing how AI can augment and enhance jobs rather than replace them entirely.

Any final advice for PR agencies looking to implement AI tools?

Andrew: Agencies should not jump straight into tool selection. Instead, first clearly define their goals, assess current processes, identify genuine value-added opportunities with AI, and ensure thorough training. Technology choice comes second to understanding how AI strategically fits into the agency’s broader objectives and processes.

To listen to the podcast with Andrew Bruce Smith, or to keep up to date with the latest theory and practice in technical PR, subscribe  to Stone Junction’s podcast, The Junction Box, on Apple Music, Spotify or wherever you prefer to get your podcasts today.