How AI is forcing journalists and PR to work smarter, not louder

If you ask journalists and PR professionals what they fear most from AI, typically they’ll say variations of the same narrative: AI will make content so easy to create that their roles will have little to offer. Virtually any AI model today can write passable articles and pitches (and lots more), so it feels like the value of the human touch is questionable at best.

It is true that AI is automating big parts of knowledge work, and exactly how that plays out in media and adjacent industries is still being determined.