As AI increasingly shapes the communications landscape, we believe that human insight, strategic thinking, and journalistic integrity remain absolutely essential in industrial B2B PR.
Two and a half years since ChatGPT burst onto the scene, many other artificial intelligence (AI) tools have now become commonplace in both business and society. At SE10, we’re embracing AI in practical, responsible ways: summarising meeting notes, conducting initial research, and even using it as a sounding board for headline ideas. But while AI can enhance productivity, it still cannot replace the core skills that underpin effective public relations – particularly as an industrial B2B specialist.
Journalists are increasingly questioning their sources
One impact of AI we’re hearing about across the media landscape is the increasing scrutiny editors are placing on the materials they receive. The relationship between communicators, journalists, and their audiences is built on trust, stemming from accurate and insightful information. Content produced and distributed with minimal human involvement, however, poses a risk to this critical foundation.
While large language models (LLMs) can generate fluent-sounding, grammatically correct text in a matter of seconds, they are still (as of mid-2025) prone to inaccuracies – known as hallucinations – and bias. This means that any AI-generated content needs to be thoroughly checked by a real person for both accuracy and ethics.
Throughout the 23 years of SE10’s existence, we have built in multiple layers of review. All our content is checked by both the author and a colleague before it even reaches the client, where it is signed off by technical experts, marketing teams, and in some cases legal counsel.
Thought leadership needs original thinking
The other issue, which is especially relevant in the industrial sectors we serve, is the potential lack of depth, nuance, and originality of content generated by AI alone. Our clients are typically leaders and innovators who have developed new solutions to complex industry challenges and LLMs on their own aren’t (at least not yet!) able to explain the technology and its impact with enough detail, context, and a unique slant.
Our process has always been to interview subject matter experts (SMEs), who can give us the very latest insight and address all our ‘so what’ questions that turn raw information into meaningful communication. Why does this innovation matter? How does it differ from what’s gone before? What specific obstacles does it overcome? Answering these questions requires a human mind – one with the expertise, curiosity, and strategic sense to go deeper.
Editorial instinct can’t be automated
PR needs great storytelling for press releases and pitches to stand out in editors’ inboxes and for content to move audiences from awareness to action. Over the past year, our AI working group at SE10 has experimented with various generative AI tools but still hasn’t found one that can match the craft of an experienced journalist.
We’re also hearing in the industry that any formulaic-sounding copy is now an immediate red flag for editors – even if it has been completely written by a person! Flat prose or overuse of buzz words are inviting the instant verdict: “sounds like AI” – a label that can quickly erode credibility.
SE10 was founded by former construction trade magazine editors on the principle of great writing – and many of our staff began their careers in newsrooms where they learned to ask the right questions, uncover unusual angles, and take readers on a narrative arc. Whatever AI tools we employ to increase our productivity at SE10, effective storytelling will always be one of our core competencies.
Human judgement is irreplaceable
Another area where today’s AI tools still fall short is the nuanced judgement required to align messages with business objectives, navigate sensitive issues, and make strategic decisions under pressure. That’s because it doesn’t have the emotional intelligence to grasp a company’s culture or the contextual awareness to anticipate how a message will land in a particular market.
At SE10, we’ve chosen to specialise in industrial B2B PR, and over more than two decades we’ve built deep sector knowledge than enables us to provide informed and meaningful strategic counsel to clients. We make it our business to understand not just our clients’ products and technologies, but also their values, internal dynamics, and long-term goals. In doing so, we become a trusted extension of their team – offering advice rooted in both industry and PR expertise and genuine understanding of what makes each client different.
Relationships still open doors
And finally, AI tools can’t pick up the phone, share a joke over coffee, or remember a conversation from a tradeshow two years ago. The strength of PR still lies, in part, in the relationships we build – particularly with the media.
As journalists are finding it increasingly difficult to justify time away from their desks, every opportunity to meet in person – whether at major industry events like bauma or a client’s open house – is more valuable than ever.
When a journalist knows you, they’re more likely to open your email, consider your pitch, and even come to you with a story idea. So when inboxes are overflowing and time is short, that personal connection can make all the difference.
Humanity at our core
As the digital landscape continues to evolve, AI will undoubtedly play an increasing role in communications. Yet in industrial B2B PR – where specialist insight, credibility, and impact are non-negotiable – the human touch remains critical.
When we first chose ‘humanity’ as one of SE10’s core values, it reflected our commitment to being a pleasure to work with, treating everyone with respect and compassion, supporting colleagues’ wellbeing, and giving back to charitable causes.
However, amid this rise of AI, this value has taken on an extra dimension – representing the trust, integrity and personal connection we bring to our work. As excited as we are about the potential of AI, we still believe that the most effective storytelling will always come from the human heart.
Want to work with a PR team that combines industry expertise with a human touch? Contact us today.
