The new way of AI: are we ready?
Ever since the “Let there be AI” moment in late 2022, when the general population became aware of AI through ChatGPT, Artificial Intelligence has been the primary focus of technological and business transformation. Those of us who came of age professionally in the digital revolution of the 1990s and early 2000s, may have a sense of déjà vu. At the onset of that age of innovation, information was measured in kilobytes and faxes still roamed the earth. And even though we saw drasticadvancements and increases in the speed of communication and business, today’s AI transformation makes 25 years ago look like the ice age.
Brazil is a leading market for AI investment and adoption, with programs such as the Estratégia Brasileira de Inteligência Artificial (EBIA) investing R$23 billion through 2028 to boost AI development in the country, and a 2025 study by Amazon Web Services reported that 93% of the Brazilian companies surveyed are adopting AI tools. But is the Brazilian PR industry ready for AI transformation? Brazil is a sophisticated PR market that values creativity, engagement, and corporate reputation. What can we expect to change? What do we need to change?
AI Impact on Agencies and Professionals
For agencies and professionals, it’s time to re-examine literally everything. We’ve adapted to the disintegration of the old-world media order, fragmentation of communications channels, and the dominance of content creators. AI doesn’treplace us, it enables us. With AI, we can increase and improve our analyses and strategies, managing massive amounts of input and incorporating accurate prediction in our processes; but our clients will still need us to help it make sense. More than ever, they need us to be insight discoverers, differentiation builders, and intelligent problem solvers. Agencies are looking for “AI whisperers” – curious professionals who want to continually explore how to leverage AI to make our clients more successful.
The PR business is experienced based; no one starts their career knowing how to manage a crisis, execute a flawless event, or lead a strategy session with a client. As AI applications drive more processes, it’s our experience that drives our value. For less experienced professionals, it’s a good idea to build skills and specialization in specific areas such as data analysis, creative strategy, and digital marketing, or develop industry expertise. Our clients have always valued this insight,and AI will push our industry deeper into specialization.
New definitions of value
Clients and purchasers of PR services must deal with new AI realities as well. Perhaps the biggest change for our industry is the need to focus on outcomes instead of headcount. AI will help everyone do more with less, but this means an increase in the value of expertise, not a decrease in the cost of all professional services. Companies have always recognized the value of expertise and excellent service, but in the PR industry we are too often driven to discussions about team size or the percentage of individual dedication. Going forward, clients and agencies must work together to clearly define desired outcomes. Fortunately, AI has enabled new methods to solve the PR industry’s age-old dilemma of how to predict and value our impact on an organization’s reputation.
AI Liberation
Some companies may struggle to break old habits, but clarity, productivity, and increased value are waiting on the other side of those barriers. AI helps clients and agencies be better informed, better prepared, and more certain about outcomes than before. It also creates a dynamic in which we can focus on results instead of the process, allowing clients to hold their agency partners to the highest standards of intelligence, creativity, and service.