AI Won’t Replace PR Pros, It Will Amplify Their Power
Aaron Kwittken, founder of PRophet recently sat down with industry catalyst Julie Thompson, former EVP and Chief Marketing Officer of OAAA, discuss the intersection of public relations and Artificial Intelligence (AI). Thompson’s expertise is focused on advancing leading digital platforms, innovative startups, and industry trade groups.
Throughout the conversation, Thompson emphasizes the critical role AI plays in revolutionizing the PR industry. She notes, “AI gives us the ability to better understand not only what journalists want but also how we can predict future media interest, allowing us to work smarter, not harder.” She highlights the importance of integrating AI into PR strategies to enhance productivity and enable professionals to focus on higher-value tasks.
Kwittken, whose platform PRophet uses AI to forecast media sentiment and engagement, aligned with Thompson on this point, adding that PR professionals have historically been slow to adopt new technologies, making AI adoption a much-needed shift for the industry.
Both Thompson and Kwittken explored how technology is reshaping how brands interact with stakeholders. Thompson remarked, “It’s about using data to deepen connections, not replace human creativity, but to enhance it.” The discussion brought attention to how companies like PRophet are leading the charge in making AI a vital tool for strategic communication.
This dialogue is part of a broader conversation by PRophet within the PR industry about adapting to new technological advancements, with Thompson pointing out that while AI is a game-changer, the core of PR—storytelling—remains more important than ever.
