Superpowered PR teams and a changing agency model: What AI Means for the Future of PR

Predictions about AI’s impact on public relations range widely, from those who believe human creativity will always prevail, to AI pioneer Geoffrey Hinton, who suggests we should all retrain as plumbers (a career path my wife assures me I’m not suited to).

But rather than debate AI’s existential implications, let’s focus on where it’s already making a tangible difference.

From my conversations across agencies and client teams, it’s clear that AI is being used daily – with mixed results! But one thing is certain, it’s saving time and enabling us to do more without sacrificing quality. In some cases, AI-generated outputs are outperforming traditional agency work. So yes, it’s transforming how we operate.

Most of the industry’s current focus is on AI as a labour-saving tool. But that’s only half the story. The other half is how it can enhance our capabilities and deliver better results for clients.

This blog explores how AI is reshaping the traditional in-house and agency model and where we should expect it to drive performance.

Transformational Changes

AI is only as good as the person using it. If you think it’s not as good as the “real thing,” maybe the issue lies in how it’s being used. Tools like Agility and PA’s PR solutions are already semi-automating core tasks which have been traditional time killers, including building media lists, drafting releases, and distributing them. For basic media relations such as appointments, launches, contract wins etc, these tools can produce and send content in minutes, not hours.

This automation means organisations can produce more PR content, faster. But who’s driving this, agencies or in-house teams? The answer is both.

We’re seeing the rise of the super-powered PR team. AI enables in-house teams to run press offices more efficiently, agencies to scale content production, and freelancers to handle more clients. Even businesses without dedicated PR staff are adopting DIY approaches.

This shift is commoditising parts of the sector. Volume-based work is moving from agencies to in-house teams and freelancers, putting pressure on traditional agency models. Why pay agency fees when a subscription tool can do the job?

Expect more in-house roles and leaner agency teams. The traditional agency structure may also evolve, with account managers playing different roles. Media-savvy experts and junior talent, supported by AI, could handle much of the work, while client service roles become more prominent than traditional account management.

Operational Changes

A shift toward subject matter expertise is where AI adds real value. It gives us instant access to research, data, and media insights, tools that once took hours to compile. Combined with media experience and client knowledge, this creates a powerful advantage.

We now have more time to become sector experts and use that expertise to build multi-channel campaigns from a single piece of thought leadership. AI helps us optimise content for each platform, create supporting assets, and run paid campaigns faster and with fewer resources.

It also improves our understanding of target media. We can offer more relevant, insightful content and build stronger relationships by knowing exactly what journalists are interested in at any time.

GEO: Generative Engine Optimisation

AI is also changing how content interacts with search. Optimising content to be featured, cited, and summarised by AI-powered tools like ChatGPT and Google Gemini is becoming essential.

According to Bain, 80% of consumers now rely on AI-generated results for at least 40% of their searches. A 2025 consumer report shows 41% trust Gen AI search results more than paid ones, rising to 68% among regular Gen AI users.

This makes digital earned media incredibly valuable. Generative Engine Optimisation (GEO) will play a major role in how we structure online content moving forward. For more on this, check out Chloe Briggs’ blog How do PR, AI and SEO work together?

Watch Outs

With all this potential, one key question remains: Just because we can do more, should we?

The answer is no.

As Jim Rohn said, “You don’t get paid for the hour. You get paid for the value you bring to the hour.” PR agencies are known for overpromising and figuring it out later. But moving forward, value and expertise, not time, must be the focus.

Increasing output without maintaining quality and insight just adds noise. It doesn’t make a difference. And it risks pushing the industry into a race to the bottom, delivering more for the same fees, which puts downward pressure on the sector.

Clients will scrutinise fees, especially at the extremes. So instead of chasing volume, focus on adding value.

Transparency around AI use is also critical. AI has flaws and must be carefully managed. Future contracts and client relationships will need to address this. We must be transparent and vigilant to avoid risk for ourselves and our clients.

Conclusion

AI is already transforming PR. It’s reshaping how we work, who does the work, and what clients expect. It will touch nearly every aspect of our industry, redrawing the landscape permanently.

But with as many opportunities as threats, AI is something to embrace not fear.