In the fast-paced world of adtech, taking complex technologies and translating them into clear, compelling narratives is what we do best at DBC. Lately, there is no topic more complex or more hyped than Artificial Intelligence (AI).
It seems like every day, there’s a new tool, a new model or a new prediction about how AI will upend the world, including the public relations industry. But as the dust settles, the reality is becoming clearer. AI isn’t an existential threat to PR, but rather a powerful, operational tool. While algorithms can handle time-consuming processes, data analysis and early drafting, the core of our discipline remains fundamentally human – strategic counsel, ethical judgement and relationship building.
We are at a critical turning point where PR success relies on effectively balancing automation with human creativity. Adapting to this shift means adopting AI as a supportive partner that accelerates our impact instead of fearing it as a disruptive force out to destroy.
To move past the buzzwords and get a tactical understanding of how AI can actually enhance our potential, I recently completed the AI Accelerator course from U of Digital. The program was a deep dive into the practical applications of AI across marketing, media and communications, and here are four key learnings.
Nailing the Prompt and Avoiding AI Slop
The foundation of good AI output is good input. To get the most out of generative tools, it is crucial to use structured prompt engineering, such as the CRAFT framework: Context, Role, Assignment, Format and Template. By thoroughly structuring our requests, we can avoid AI slop – the digital content that lacks effort, quality or meaning. The slop is delivered by vague, generic prompting. However, even with the best prompts, human oversight remains essential to check for tone, data accuracy and hallucinations.
Chatting with Data and Synthetic Audiences
AI is rapidly upleveling analytics and strategy capabilities. Instead of relying solely on data scientists to manipulate spreadsheets, intuitive AI platforms now allow marketers to chat with data using natural language to uncover performance drivers. Another fascinating application is the rise of synthetic audiences. By using AI to generate relations, privacy-safe audience simulations from aggregated data, communicators and advertisers can test messaging and refine targeting without relying on traditional focus groups.
The New Frontier of Creative Generation
When it comes to ideas, content and creative generation, rapid prototyping tools now allow teams to craft storyboards and visual concepts in a fraction of the time. However, as the industry navigates the evolution of AI video generation and the murky waters of AI copyright, it remains clear that human creativity still matters most of all. AI can be an incredible collaborator for brainstorming and drafting, but humans must remain in the loop to review for brand safety and authenticity.
Search, Agents and GEO
The tools we use are becoming increasingly agentic, operating more like autonomous assistants than simple chat interfaces. It’s important to understand the difference between “bounded” agents that operate within strict, predefined rules (like enterprise workflows) and “open” agents that navigate freely across digital environments. Perhaps more importantly for our PR work is the shift from traditional SEO to Generative Engine Optimization (GEO). With consumers increasingly relying on AI search tools (such as ChatGPT or Perplexity) to evaluate brands, we have to optimize our content to influence AI-generated responses.
The Main Takeaway
The tools we use to communicate and strategize are undergoing a massive shift. The demand for authentic, strategic storytelling hasn’t changed, but the speed and scale at which we can execute it certainly has. The AI Accelerator course from U of Digital was a great reminder that AI isn’t replacing the human element of PR and marketing, it’s here to augment it.