At today’s PRCA UK Conference, a panel of industry leaders explored how technology is reshaping the PR landscape. Hosted by Patrick Steen (Purpose Union), the session brought together voices from across the industry including Katie Earlam (72Point), Kate Smith (Brands2Life), Simon Shelley (Natter) and Jo Ogunleye (Google). Together, they shared sharp insights on how disruption is becoming a springboard for opportunity.
The AI Tipping Point
The conversation quickly turned to what many see as the most disruptive force in PR today: artificial intelligence. Much like Twitter’s launch in 2006, the arrival of tools such as ChatGPT signals a fundamental shift. But whereas Twitter transformed where we tell stories, AI is transforming how we create, shape and distribute them.
AI is already being used to automate processes, uncover trends and generate media insights. It helps identify the right stories at the right time, freeing teams to focus on strategy and creative execution. Yet the panel agreed on a crucial principle: while AI is an enabler, it is not a replacement for the human craft of storytelling. Authenticity, originality and a human touch remain essential for stories to cut through.
Using AI as an Enabler, Not a Shortcut
Across the industry, AI is being applied thoughtfully. From building custom bots to stress-test pitches to speeding up reporting and trend analysis, the goal is to unlock capacity and sharpen creative thinking. But technology must serve human creativity, not dilute it. Transparency about when and how AI is used will also be key to maintaining trust with clients and audiences.
Beyond AI: Other Tech Trends on the Horizon
While AI dominates the headlines, the panel highlighted several other tech-driven shifts shaping PR’s future.
Social-First Storytelling: Campaigns increasingly start with social platforms and build outward. For younger audiences, influencers and user-generated content often carry more trust than traditional publishers. The evolution of visual-first platforms such as TikTok and YouTube is particularly exciting, this is why we see it a huge opportunity for 72Point’s clients. With our latest acquisition of Creatorville, our new enhanced social arm, we can now deliver fully integrated campaigns that combine standout creative, original social video with influencers and publishers, and remarkable news coverage.
Data Visualisation and New Formats: Fresh ways of presenting data are helping brands capture attention and increase coverage. From interactive graphics to dynamic video formats, creativity in how information is packaged is now as important as the story itself.
The Rise of Employee Influencers More people are unfollowing brands and instead following individuals they trust. This trend is pushing businesses to empower employees as authentic brand storytellers.
Generative AI and the Media (and the influence on Generative Engine Optimisation or GEO): The conversation also explored the intersection of generative AI and journalism. Large Language Models scrape information from trusted sources, and the media is one of the most important. This is where 72Point is perfectly positioned to support brands. With our page-ready news content, brands have greater control over their messaging and we’re able to generate mass coverage via the newswire, ensuring that what LLMs find is accurate, trustworthy and aligned with brand values.
Risks and Responsibilities
With opportunity comes responsibility. Concerns include misinformation, copyright issues and the risk of devaluing creative skills if automation is overused. Instances of publishers pulling AI-generated stories highlight the continued need for trusted, human-led journalism, and for PR professionals to provide it.
Turning Disruption into Advantage
Disruption in PR is nothing new, but today’s tools are more powerful and the stakes higher. With the right balance of creativity, human judgement and smart tech adoption, the industry can transform disruption into competitive advantage.
At 72Point, we’re already putting this into practice, combining human creativity with data-led insights and emerging technologies to deliver stories that resonate in a fast-moving, fragmented media landscape.