In the rapidly evolving world of public relations (PR), the integration of artificial intelligence (AI) has been nothing short of transformative. Since the launch of ChatGPT in 2022, AI's influence has grown exponentially, reshaping how PR professionals work and interact with their clients. As we move further into 2024, it's clear that AI's role in the PR landscape is poised for even greater expansion, offering both new possibilities and challenges for the industry.

CommPRO interviewed industry experts to gather their insights on the anticipated effects of elevated AI utilization in public relations in 2024. Additionally, we sought their perspectives on the foremost transformation or hurdle facing PR professionals. Here are their responses.

Rida Bint Fozi, President of The TASC Group, acknowledges that AI has been embraced by PR firms to boost productivity and streamline various processes. A 2023 study by Ragan found that communications professionals have widely adopted AI technology for tasks such as summarizing content, conducting research, and expediting content creation. Fozi predicts that in 2024, PR firms will continue to embrace AI, with a growing focus on data analysis, trend analysis, and forecasting. She states, "PR is open-minded to AI and curious about how it can support agency processes."

However, as the adoption of AI accelerates in PR, there are significant challenges to overcome. One concern, as highlighted by Fozi, is the potential for AI-generated content to be based on outdated information, leading to the dissemination of inaccurate information. She explains, "Think about how much has happened in the last six months alone. How can we expect ChatGPT and other generative AI programs to create accurate content if they are working with outdated information?" Additionally, the legal and ethical implications of AI usage, such as concerns over data privacy and intellectual property, remain a challenge. Fozi mentions the lawsuit between the New York Times and OpenAI, where the platform used the newspaper's articles without permission, underscoring the importance of addressing these issues in the AI landscape.

Art Stevens, the founder of Stevens PR, believes that AI's impact on the industry will result in a shift in the roles of PR professionals. As AI becomes increasingly capable of generating PR materials like news releases, white papers, and proposals, PR writers may find themselves primarily tasked with refining AI-generated drafts. Stevens expresses a concern that the art of writing may become a lost skill as AI takes over many aspects of content creation. He states, "My fear is that writing will become a lost art, just as basic arithmetic has evaporated as a key educational tool because of the computer."

Tom Madden raises thought-provoking questions about the future of work in an AI-dominated landscape. He highlights the potential for AI to not only replace publicists but also impact various professions, potentially leaving humans with less thinking to do. Madden emphasizes the importance of human oversight and critical thinking skills in ensuring that AI agents align with human values and goals. He says, "AI will take over the thinking part, maybe even the creating and idea parts as well."

Tiffany Guarnaccia, CEO & Founder of Kite Hill PR, sees AI as a powerful tool for enhancing content creation, streamlining workflows, and measuring PR impact through advanced analytics. However, she emphasizes the need for PR professionals to remain agile in an evolving landscape. As AI becomes integrated into workflows, maintaining transparency, authenticity, and data integrity should remain a priority. She explains, "The regulatory landscape is still evolving, so PR professionals need to stay informed about new regulations and liability when using AI tools."

Laurence Moskowitz, chairman and CEO of Lumentus and Lightbox Search, provides historical context, comparing AI's impact on various industries to previous technological advancements. He points out that the PR industry, traditionally a second- or third-wave technology adopter, is now leveraging AI to stay competitive in the modern landscape. Moskowitz acknowledges that while AI can assist in data gathering and analysis, it cannot replace the creative and strategic inputs that humans provide. He states, "AI, today already can write a basic first draft of a news release, assemble a credible client proposal and even generate a social and traditional media 'target' list of contacts in seconds."

Dave DiNuzzo, Content Director at HAVAS Red, envisions 2024 as the year when AI shifts from being considered a mere toy to a valuable tool for creative professionals in PR. He highlights the ethical responsibilities that come with AI usage, emphasizing the importance of understanding AI tools before implementation. DiNuzzo believes that AI will not replace professionals but will instead streamline workloads and enhance creativity through tools like AI note-takers, vocal emulation, deep fakes, and productivity tools. He says, "We can use ChatGPT to get the juices flowing in a brainstorm. We can use Midiourney to create storyboards and envision things that simply can't be found on stock websites."

In conclusion, the increased usage of AI in public relations in 2024 presents both significant changes and challenges for PR professionals. While AI offers unprecedented opportunities for efficiency and productivity, it also raises concerns about accuracy, data privacy, and job displacement. PR professionals must adapt to these changes, maintaining a balance between leveraging AI's capabilities and preserving the critical human elements of creativity, strategy, and ethical oversight in the ever-evolving world of public relations.

Read the full responses from each contributor to the editorial questions: How do you envision the impact of increased AI usage on public relations in 2024? What do you see as the biggest change or challenge for PR professionals?