AI is splitting the PR profession into two populations — those using it to multiply their output and those not. What specifically is being automated, what is becoming more valuable, and the new roles emerging right now.
Three years into the generative AI cycle, the early adoption hype has settled into something more useful: a clearer picture of which tools are doing real work in agency operations, which are still in pilot, and which were oversold and quietly shelved. A scan of agency operations
A brand planning a campaign used to start with an agency. A growing number now start with a prompt — they open ChatGPT and ask "who should be the face of our campaign." The answer comes back ranked, in seconds, and it shapes the shortlist before anyone is briefed or a rate is neg
An EPR Research and 5W study grading the AI integration status of leading U.S. undergraduate and master's programs in public relations, communications, advertising, and integrated marketing communications. The first ranked, named-name evaluation of which programs are training com