AI’s Disruption in Public Relations: The Age of Intelligent Storytelling

Alex Zito

The emergence of artificial intelligence has revolutionized numerous industries and public relations is no exception.

The shift is so profound that Greg Matusky, a seasoned PR professional with contributions to PR magazines, articulated that we have transitioned from the “information age” to the “age of intelligence.”

Matusky believed that AI could not attain sentience. 

“I never thought AI would be able to be sentient, but I was proven wrong, and my theory has already gone out the window,” said Matusky.

AI may not be sentient in a traditional sense like a human, but it is slowly revolutionizing itself to become a software assistant.

“You can talk to AI using a natural language model, meaning you’re talking to it just like your client,” Matusky said. “This isn’t software; it is an assistant that you should talk to.”

Storytelling is an important aspect of PR, and many wonder what it means when machines can tell stories outside of human nature.

“Embracing AI doesn’t mean letting go of our humanity; it means amplifying it to tell stories that resonate on a new level,” Matusky said.

He emphasizes the significance of human touch. “The information age is over, and the age of intelligence is upon us; we need to maintain our position as storytellers because it is the only way we are going to get there,” Matusky said.

Other sectors have embraced AI more quickly than the PR industry, something that Matusky noted numerous times. While it may seem like a missed opportunity, it can be taken as a time to learn from other sectors’ successes and build upon them.

“In the dance between AI and PR, it’s not about leading or following, but working together to embrace a new world of technology, creativity and innovation,” Mastusky said.