Use AI for speed, not for soul: How PR agencies are adapting to AI
By Pavithra in Media News on Monday, 08th June 2026 at 2:30pm
Artificial intelligence has rapidly moved from an experimental tool to a regular part of daily operations in many Indian PR agencies. What began as assistance for research and editing is now influencing how press releases are drafted, refined and distributed.
While supporters say AI improves efficiency and frees teams to focus on strategic work, critics warn that overreliance on automation could weaken originality, creativity and brand storytelling. As a result, many agencies are establishing internal guardrails around how AI is used, with human review, fact-checking and editorial oversight remaining essential before content reaches journalists.
The conversation is also expanding beyond productivity. Questions around transparency, accountability and content ownership are becoming incre...
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