AI and PR in 2025: Evolving, Not Overhauling
Image Source: Cash Macanaya on Unsplash
We touched on AI briefly in our recent post, Why Authenticity Is More Important Than Ever in Communications, but as generative AI becomes more mainstream and used by hundreds of millions globally, it’s worth taking a closer look.
As a public relations and communications agency, Bask sees AI as a powerful enabler that has become deeply embedded in our workflows in 2025. But while AI can help us work faster and smarter, it doesn’t change the fundamentals: good PR still depends on human insight, emotional intelligence, and creative instinct.
There are still many things you can trust your gut on rather than leave it entirely up to AI (at least for now). Here’s what we’ve learnt:
1. AI Can Accelerate, But It Can’t Lead
AI is brilliant at speeding up execution, but the leadership of a campaign still needs human direction. Strong ideas, clear narrative direction, and campaign strategy don’t come from prompts, they come from people who understand context, timing, and audience dynamics.
AI can pull from a hat of ideas on what it thinks might work, but can it understand your needs, your specific goals or sensitivities? The building blocks of a solid campaign built on clarity, relevance, and vision still come from you, who knows the audience best.
2. AI Makes Research Easier, But Judgment Matters More
AI can pull information quickly and organise it neatly, which is easily one of our favourite things about it. The speed at which it gathers data has significantly enhanced and optimised our workflow, from research to sentiment or trend analysis.
However, more information doesn’t always mean ‘good information’. You still need to know what you're looking for and how to interpret it. AI’s findings aren’t foolproof, and the responsibility to distinguish and filter the right insights still lies with you. It is always necessary to fact-check and verify sources as well, and this can be done simply by asking where the information is inferred from.
3. AI Can’t Replace Connections
AI can help you personalise and automate outreach on some of your platforms, but it doesn’t build relationships. PR is rooted in real connections, regardless of whether they are journalists, clients or your own audiences. In fact, as communications become increasingly automated, having a real human presence becomes even more valuable. Genuine check-ins, humanised messaging, and consistent, real-world touchpoints help you to stand out from the crowd.
Final Thoughts
AI is a powerful addition to the PR toolkit but not a replacement for what makes communications truly effective. The future isn’t about choosing between AI and human, it’s about learning how to integrate both meaningfully. At Bask, we embrace AI with a critical eye and a creative heart. We are excited to see how it will continue to evolve and elevate the way we work, connect, and communicate.