AI CAN DO PR. BUT PR CAN DO MORE.
Today, AI is an integral part of professional communication: analysis, monitoring, first drafts of text. The speed and efficiency are impressive. And yet we are experiencing something paradoxical: the more AI in the process, the more similar the output becomes.
This surprised us especially in early creative phases.
Brainstorming sessions with multiple LLMs did not lead to better ideas – but to sensory overload, interchangeability, and a lack of point of view.
That is why we use AI differently today:
as assistance, not as an author. As a tool for structure, analysis, and sharpening – not as a replacement for judgment.
Because creativity does not arise from probability. It arises from friction, doubt, and the courage to leave gaps.
AI does not know this moment.
This becomes even clearer in the room itself: PR means reading what is not being said. Sensing when clarity is required – and when restraint.
LLMs simulate empathy, but they do not bear responsibility.
OUR CONVICTION:
AI makes PR better when people lead it. Attitude, trust, and relationships – and thus PR – remain deeply human.
PR is not a calculation. PR is a stance.
