AI Lessons Learned: Where AI Still Falls Short in PR
Let’s start with a quick game of two truths and a lie:
- The more media coverage you have, the better the chances you show up in AI-powered LLMs.
- LLMs are more likely to pull from Q&A-style content and product/company roundups when pulling information.
- AI can fully replace a PR firm.
That third one – the lie – is worth unpacking.
AI has quickly become a powerful addition to the PR toolkit. It analyzes research, sharpens brainstorming and helps generate pitch angles at scale. However, there’s a clear line between a useful tool and a strategic partner — and AI hasn’t crossed it. Here are four areas where AI still falls short in PR: