AI is transforming public relations, and fast. AI is helping communication professionals work smarter and faster. But as the tech becomes more sophisticated, one thing remains clear: nothing beats a real story, told with authenticity.

Here’s how forward-thinking PR teams are blending AI with storytelling to stay ahead, and how getting that balance right matters more than ever.

AI is here,  and it’s not going anywhere

According to the Tech Council of Australia, AI is the top tech investment area for Australian businesses in 2025. In PR, that means AI tools can be used to increase efficiency and productivity. At Fifty Acres, we recently adopted the use of Fireflies during our meetings as a notetaker. It has been a game-changer. 

But people still want the truth

Despite the hype, AI can’t replace human connection. People want honesty, relatability, and transparency from brands, especially in uncertain times.

In Australia, we’ve seen campaigns like Beyond Blue’s ‘Not Alone’ and SBS’s ‘We All Belong’ strike a chord by telling real, inclusive stories. These campaigns work because they put people first. Not algorithms.

While AI can enhance the storytelling process, it cannot replace the human essence behind it. Rather than crafting narratives itself, AI serves as a tool that uplifts storytelling in ways that align with, but never override, core human values and aspirations.

Let AI do the grunt work, not the thinking

A 2024 global study by the Centre for Strategic Communication Excellence found 77% of PR pros were already using generative AI, but only 39% had ethical frameworks to guide its use. That’s a problem. Especially when AI can be used to generate tone-deaf or misleading content without the right checks in place.

It is very important for communication practitioners to use AI wisely. 

Smart PR teams are using AI as a tool, not a voice. That means using it for tasks like research, idea generation or drafting outlines, but leaving the final message to people who understand the audience and the context.

AI can help us deliver more efficient campaigns, but we should never lose sight of the fact that connection, not content, is what ultimately builds impact.

Looking ahead

The future of PR won’t be powered by AI or humans, it’ll be shaped by both. As communications professionals, our role is to embrace the tools but lead with values.

Technology can enhance our work. However, it’s the human stories that make it meaningful.