AI in PR: When the Machine Misses the Heartbeat of a Story

Authored by Chaitali Pishay Roy – Founder, CPR Global

I’ll never forget the moment I saw it. A campaign I’d spent weeks curating—painstakingly crafting the perfect narrative to showcase a founder’s journey—was suddenly spewed out by an AI tool in a matter of seconds. It was technically correct. The grammar was flawless. The structure was in place. But it was hollow. The depth, the emotion, the essence of the founder’s struggle, the sleepless nights, the hard-won triumphs—all that was missing. AI couldn’t feel the heart of the story. It was, at best, a robotic summary. And that’s when it hit me—AI in PR can be an amazing tool, but it can never replace the human touch.

AI has been hailed as a game-changer in nearly every industry. But when it comes to PR, we need to tread carefully. Yes, AI can make our lives easier. It can help us identify trends, monitor the media, and even automate mundane tasks like drafting press releases or building media lists. But AI isn’t a magician. It doesn’t have the intuition, the creativity, or the understanding of the human experience that is essential in public relations.

AI’s Big Mistakes in PR

Take, for instance, the infamous case of an AI-generated tweet by a well-known fashion brand. The brand had scheduled a promotional post that was meant to be playful and engaging. But AI, attempting to get too clever, ended up posting something that was not only tone-deaf but borderline offensive. What was intended as a quirky, light-hearted message came across as completely disconnected from the brand’s values—and, more importantly, from its audience’s sensibilities. In the fast-paced world of social media, where timing and context are everything, a machine that doesn’t understand the cultural landscape or the emotional weight behind a topic can cause irreparable damage.

Another case that comes to mind is the AI-generated content disaster during a crisis communication. A global tech company was facing a backlash over a product flaw. The AI-generated press release aimed to soothe customers, but it completely missed the mark. It lacked empathy, which is crucial when handling a crisis. Customers weren’t looking for just facts and figures; they wanted to hear, “We get it. We’re sorry. We’re fixing it.” A human touch could have turned the narrative around, but AI fell short in grasping the emotional nuances.

These mistakes highlight a truth that cannot be ignored: AI, for all its strengths, is still a tool—an incredibly efficient, smart tool—but it’s a tool that lacks the heartbeat of PR: human emotion.

A Tool, Not a Replacement

Think of AI in PR as a co-pilot rather than the pilot. A great co-pilot can handle logistics, offer insights, and free you up to focus on the big picture. But, at the end of the day, the pilot—the person—has to take control of the steering wheel, make the critical decisions, and ensure the journey stays on course.

AI is fantastic for automating repetitive tasks. It can quickly analyze large sets of data, predict trends, and even help with content creation—like drafting the first version of a press release or curating media lists. But it’s just that: the first version. The spark of creativity, the deep understanding of your client’s ethos, the ability to tap into emotions that resonate—those things can’t be programmed.

There’s something profoundly human about PR. When we craft a message, it’s not just about getting the words right; it’s about making people feel something. Think about it. Do you remember the last time you read an op-ed that moved you? Or a social media post that stopped you mid-scroll? Chances are, it wasn’t because the language was perfect. It was because the message resonated on a personal level. You felt the author’s passion, their authenticity. That’s something AI can’t replicate.

Let’s consider an example from my own work. We once worked with a young, first-time entrepreneur who had created a social impact business. The AI tools we used helped us gather insights, pinpoint trends, and refine messaging. But when it came to the core story—why she started her company, the challenges she faced, and the lives she was changing—that story couldn’t be generated by an algorithm. It had to be told by her. We spent hours interviewing her, asking deep questions, exploring her motivations, and then weaving it all together into a narrative that spoke to her journey. That was the human element—the heart of PR. And no machine, no matter how advanced, could have replicated that.

Public Relations Still Needs a Human Touch

AI might be good at crunching numbers, spotting trends, and automating tasks—but it doesn’t understand the intricacies of human emotions. Let’s take a moment to talk about empathy, a quality so vital in PR. AI simply doesn’t “get” what it feels like to face a scandal or to lose a valued customer. When a brand’s reputation is at stake, it’s not just about sending out the right message; it’s about crafting a response that reflects care, understanding, and a willingness to do better.

Humans are wired for empathy, which is why we—people—are the only ones who can understand the full context of a situation, especially when emotions run high. In the case of a product recall, for example, the first words out of a company’s mouth should be, “We understand how you feel. We know this has affected you, and we are committed to making it right.” An AI might try to replicate that, but it will never quite capture the tone, the sincerity, and the warmth that is essential when rebuilding trust.

We also have the ability to innovate. AI can help us optimize, streamline, and analyze, but it can’t dream up the next big idea. That’s something only human minds can do. Think of all the successful campaigns that have stood the test of time: Dove’s “Real Beauty,” Nike’s “Just Do It,” or the ALS Ice Bucket Challenge. These weren’t just well-executed strategies; they were creative, bold ideas that spoke to something deeply human. AI can’t think outside the box. It can only analyze the box it already knows.

The Dance Between AI and Humans in PR

"Intellectuals are doomed to disappear when artificial intelligence bursts on the scene, just as the heroes of silent cinema disappeared with the coming of the talkies.”― Jean Baudrillard

AI in PR is here to stay, and it will undoubtedly continue to evolve, offering us tools that make our work more efficient and effective. But AI will never replace the need for human ingenuity, emotional intelligence, and authenticity in storytelling. PR is about connection. It’s about telling stories that move people, inspire action, and create lasting relationships. These are things that no machine can do.

As PR professionals, we should embrace AI as a powerful ally—helping us with the grunt work, analyzing data, and providing insights. But let’s not forget the heart of PR: the people. We are the ones who shape the messages, drive the conversations, and create stories that resonate. Without us, AI is just a tool. With us, it becomes a powerful partner. And together, we can achieve more.