AI can write the script — but can’t read the room

When Bill Gates told Jimmy Fallon earlier this year that AI could replace professionals like doctors and teachers within the next decade, he introduced a provocative vision of the future. This sparked a global debate about the evolving role of humans in an increasingly automated world.

No doubt, AI is transforming PR and other industries by automating tasks, analysing data, enhancing productivity, and also reshaping industries around automation, machine learning. But the value of human insight, creativity, and emotional intelligence is irreplaceable and always remains essential to maintain authenticity and meaningful engagement.

I have firsthand witnessed how technological advancements have transformed industries. It has become essential for PR professionals to effectively manage AI tools to streamline their work.

Automation is here, but insight isn’t optional

As AI continues to influence every aspect of our lives, from the way we communicate to how we operate in the workplace, it’s also important to remember that human creativity and empathy remain irreplaceable. While AI excels in efficiency, it lacks the emotional depth that human-generated content offers.

Articles crafted by people carry a warmth and authenticity that deeply resonates with audiences, building trust and meaningful connections that machines simply cannot replicate. It's only the human touch that keeps our stories alive.

Today, AI tools such as ChatGPT, Gemini AI, and Grammarly are useful for speeding up the content creation process. They help with checking grammar, structure, and even generating basic drafts.

But great PR content is never just about neat sentences or flawless grammar. It’s about weaving a story that strikes a chord, one that aligns with the brand’s purpose and speaks in a voice that their audience knows and trusts.

Tech tools can draft, but people connect

AI may offer structure and suggestions, but only a human writer can craft stories that resonate, connect, and inspire.

PR is not a task-based profession; it is people’s first choice. The essence of PR lies in building and maintaining human relationships, navigating variation, and interpreting context. No algorithm can analyse a sensitive cultural variation or decide to pause a campaign during a national tragedy. That level of discernment requires human empathy and moral judgment.

PR professionals bring something that AI can’t, i.e, emotional intelligence, storytelling finesse, and cultural awareness. These qualities are essential when the message matters most.

According to a 2024 survey by the Public Relations Consultants Association of India (PRCAI), over 73% of Indian PR professionals feel overwhelmed by the accelerating pace of technological advancements and shifting audience expectations. The pressure is twofold—communicators are expected to respond instantly while upholding nuanced brand values in a politically sensitive and digitally hyperactive environment.

PR's superpower? Empathy, not efficiency

No doubt that AI is changing the profession. But as unveiled in a survey conducted by 2023 Gartner Hype Cycle for Generative AI, 80% of professionals in the field expect to employ Artificial Intelligence tools by 2026. Industry pioneers, including Microsoft and IBM, now employ sentiment tracking by means of AI to monitor sentiment in real time and respond to potential crises in an instant.

Effective communication is fundamental to the success of PR. True leaders in this field possess the unique ability to communicate and articulate messages that truly resonate with their target audiences. They excel in breaking down complex ideas into simple, compelling narratives that engage and inform.

Ultimately, the power of communication in PR lies in its capacity to influence perceptions and inspire action. Moreover, AI can simplify complex information by generating clear and compelling content, enhancing the clarity and impact of communication efforts. By integrating AI into PR, leaders can not only convey messages more effectively but also foster stronger connections and build greater trust with their stakeholders.

Ethics, bias, and the invisible hand of AI

The ethical issues related to AI in PR are becoming increasingly pressing. When AI systems are trained on biased, outdated, or incomplete information, they can unintentionally reinforce damaging stereotypes or propagate misinformation.

This is particularly alarming in India, where the media landscape is both culturally varied and politically sensitive. The repercussions of these challenges can be substantial, influencing public perception and brand trust.

Moreover, there is a significant lack of clarity regarding AI-generated content in public messaging. Many individuals are not even aware when AI is involved, raising vital questions about accountability and authenticity. As AI continues to integrate into communication strategies, ethical governance and transparency must be emphasized in the industry.

Now the question arises: Can technology genuinely take the place of the human touch in PR?

Of course, the answer is no, but it can enhance human skills. The true opportunity is in creating a new form of PR practice, one that integrates AI’s intelligence with human insight, and operational efficiency with significant emotional depth.

In a period when narratives dictate markets, elections, and societal values, the communicator's role is increasingly vital. The firms that flourish will be those that adopt technology not as a quick fix, but as a strategic collaborator, and who guide not just with data, but with courage, clarity, and ethical considerations.

- Abhinay Kumar Singh, MD and founder, Adgcraft Communications