I recently came across an article by Graphite that really got me thinking. It said that as of late 2024, more articles on the web are written by AI than by people. That’s frightening, especially when it comes to public relations.

Don’t get me wrong, I’m not anti-AI as such. I actually use it to help brainstorm or draft rough outlines. But when it comes to real PR writing, things like press releases, thought leadership content, or technical articles, I honestly believe it’s still a human’s job.

Here’s my thinking

First off, PR is about more than just words. It’s about timing, tone, and knowing exactly what to say or not say. That takes judgement, empathy, and a feel for context that AI just doesn’t have (yet).

The Graphite piece also mentions that even though AI’s churning out a huge volume of content, a lot of it isn’t even being picked up or read. That says a lot. You can flood the internet with words, but that doesn’t mean people believe it or engage with it.

In PR, trust is everything. And trust comes from sounding real, understanding your audience, and having a voice that actually resonates. That’s the kind of nuance you get from human writers, not AI models, no matter how well written the human AI prompt might be.

That’s why, in PR, humans will never be made redundant.

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