Why generative AI will not be able to fully replace what a good PR professional can offer.
In the fourth and final part in SE10’s series of blog posts on the impact of generative AI in Public Relations, SE10 explains that, though technology and artificial intelligence will inevitably continue to develop, it can never replicate what an experienced PR company provides to a client.
It takes PR agency professionals years to build up the knowledge and experience to recommend strategies to clients that will stick and resonate. At SE10 we’re proud of our cumulative knowledge and shared expertise, and it’s not something generative AI can easily replicate.
Rosie Hopkins, Account Director, UK
It can to an extent, at the very most it can give you a structure to work with but, again, it still takes a lot of skill and legwork as it’s still learning, and you can’t be sure where this information has been pulled from. I also feel that the results can be rather generic and lack originality.
Communications is leaning more and more into authenticity every day and audiences want authentic content. For me personally, a brand or individual’s voice can’t be replaced and eventually people will be able to differentiate between what is organic and what is generated. But having said that, it’s all about balance and not relying on Generative AI too much but remembering that it is just a tool.
Salmah El Haissane, Account Manager, Singapore
Storytelling to make complex information connect with our clients’ audiences will always be at the heart of what we do. Generative AI won’t change that. Rather, it can help us increase our efficiency so we can spend more time leveraging our greatest strengths to deliver better results and greater value for our clients.
Hannah Kitchener, Associate Director, UK
At the core of utilising generative AI effectively is an open-minded human perspective. It’s essential to remember that while AI can process and generate data at an unprecedented scale, the strategic direction and ethical considerations must be guided by human insight. The inevitability of generative AI’s integration into our daily lives and workspaces makes it imperative that we approach this technology with a positive and adaptive mindset. Resistance to change is a natural human instinct, but history has shown that adaptability is key to leveraging technological advancements.
Zack Shen, Account Executive, USA
Jack Porter
Account Executive
About the author
Jack is an account executive based in London, UK, who joined SE10 in 2022, assisting with media coverage and campaign management for European accounts. Arriving from a background in sports writing and video content production, thoughtfulness and consideration in presentation, and networking and building strong client relationships are key skills that have transitioned easily into PR. Jack has extensive experience in interviewing knowledgeable subjects and conveying received information to a wider readership in an understandable, relatable tone.
