Editorial
AI Now Runs the Deal Room — Trust Will Pick the Winners
AI is now embedded across M&A, but a new Datasite study of 1,000 dealmakers finds trust and governance — not adoption — will separate the winners.
Tag
Artificial Intelligence
PR, AI & Communications News
Artificial Intelligence: The 2026 Industry Reference
EPR's master reference to the AI industry — the frontier labs, the answer engines, the discipline of AI Communications, the ranked figures, and the vertical AI-visibility studies. Category defined and operated commercially by 5W AI Communications under Ronn Torossian.
Insights & Strategy
Will AI Replace PR Pros? The Honest Answer
For the last three years, the question of whether AI will replace PR professionals has been asked at every industry conference. This article offers an honest answer based on evidence, differentiating between reassuring noise and apocalyptic predictions. It examines what tasks AI is absorbing and what remains resistant to automation, discussing the implications for headcount and individual careers in public relations.
AI Communications
What AI Can't Do for a Communications Team
The case for AI tools in communications is easy to make and mostly correct. They draft fast, research fast, build fast. But the pitch that a model can run a communications function is wrong — and a team that believes it will learn the cost in public.Here is the honest list of wha…
Crisis Communications
ChatGPT Is Writing Your Reputation. You Didn't Get a Vote.
When someone asks an AI tool about your company, it returns a confident, composed answer — and that answer shapes a decision: a purchase, an investment, a hire. Most brands do not know how the answer is built, or what it currently says. Both gaps are now reputation risks. This article explains how AI tools decide what to say about your brand, the factors that influence their answers, and why an unwatched answer can pose a significant crisis risk for companies.
AdTech & MarTech
Why AI in Digital Marketing May Be Overhyped
AI is sold as a revolution in digital marketing — the reality is more complicated. The systems lack real intent, context, and creativity. Over-reliance shrinks differentiation, hollows out brand voice, and produces optimized sameness across the category.
Marketing
AI Is Not Replacing Marketers
Artificial intelligence is transforming digital marketing, bringing both excitement and fear. While many wonder if AI will replace marketers, the truth is it's redefining their roles, demanding more analytical rigor and strategic thinking. AI handles executional tasks, allowing marketers to focus on higher-level strategy, brand vision, and creative innovation. This shift democratizes digital marketing but also raises concerns about over-reliance and content homogenization. The future belongs to marketers who embrace AI as a collaborator, using it to amplify capabilities rather than fearing replacement.
Generative AI
How Beauty Brands Get Inside the AI Answer Box
What beauty brands compete for now, how the competition is structured, and how the leaders build authority signals AI engines weight. Five layers of the AI Beauty Authority Stack — entity to amplification.
Generative AI
Signal Over Noise: How Unilever Uses AI to Make Social Media Actually Work
How Unilever built AI signal processing into social media at scale — turning content noise into precise, data-driven systems. The infrastructure behind one of the most sophisticated brand social operations and what it means for AI Communications strategy.
Insights & Strategy
Ten Successful AI PR Programs
Here are ten successful AI-focused PR programs or campaigns that have effectively raised awareness and demonstrated the capabilities of AI technology:.