AI in Communications Will Elevate, Not Eliminate, Jobs

We’re seeing a good amount of noise across AI in communications, including whether AI has the potential to replace PR and marketing talent. However, the idea that AI-powered tools can fully substitute human expertise remains highly debatable. Let’s explore why the human touch is still invaluable in communications.

Capturing Brand Personality and Audience Engagement:

While this technology can generate text at an impressive speed, AI in communications still falls short when it comes to incorporating brand personality, telling persuasive stories, and strategically delivering key messages that resonate with specific target audiences. These tasks require a deep understanding of human emotion, cultural nuances, and evolving trends, which we as comms professionals have honed through experience. AI, on the other hand, lacks the granular understanding that humans possess, making it challenging for the technology to effectively engage and build an audience.

The Power of Empathy and Building Relationships:

One of the defining qualities of PR and marketing talent is our ability to lead with empathy. Comms pros excel at building relationships, understanding client needs, and tailoring strategies accordingly. This empathetic approach allows us to provide exceptional client service, going beyond the surface level to truly understand our clients’ objectives, challenges, and aspirations. The human touch in communication and relationship-building cannot be easily replicated by AI, as it requires genuine understanding, emotional intelligence, and the ability to adapt to ever-changing client dynamics.

The Complex Nature of Client Service:

A final way AI in communications can’t compete with the human touch is in working with clients daily. Client relationship management involves actively listening, interpreting feedback, and responding with personalized solutions. PR and marketing professionals possess the ability to navigate these conversations, address concerns, and provide reassurance to clients. By cultivating trust and fostering open lines of communication, we create an environment that fosters collaboration and long-term partnerships. AI may assist in certain aspects, such as automating routine tasks, but it cannot replace the human connection and the nuanced decision-making that comes with collaborating with clients.

While AI-powered technologies like Chat GPT have made remarkable strides in various industries, the thought of completely replacing comms professionals remains improbable. The human touch is essential in delivering exceptional client service and engaging audiences. Although AI in communications can offer valuable support and augment certain aspects of professional services, it cannot replicate the depth of understanding, creativity, and strategic thinking that human professionals bring to the table. 

At Press Record, we’re continuing to analyze how AI can best be deployed across PR and marketing.  To learn more, please visit, follow us on LinkedIn, sign up for our newsletter, or contact us with any questions!

AI in Communications