Many companies jumped into artificial intelligence hoping to cut costs and modernise their operations, but often the results have been far from what they expected.
Many businesses that replaced human workers with AI are now rehiring their teams after discovering that chatbots and automated systems can’t match the nuanced work that human professionals deliver. What’s more, 55% of businesses say they regret laying off human employees in favour of AI.
This is especially true in areas like PR and communications, where humansity cannot be replicated by AI. The promise of AI in PR seemed attractive on paper, but the reality has exposed serious limitations in quality, strategy and client relationships.
Your business might be considering AI tools to handle public relations tasks, or perhaps you’ve already made the switch and found the results disappointing. Forrester has predicted that in 2026, half of businesses who haven’t yet rehired workers they laid off in favour of AI will do so.
The truth is that artificial intelligence layoffs in PR and beyond are backfiring, with companies learning expensive lessons about what AI can and cannot do. From failed pilot projects to damaged client relationships, the hidden costs of replacing human expertise with automation are forcing a major backtrack.
Here, we discuss what’s behind the failed AI experiment, why the human touch is still essential to PR and communications and how your business can use AI in a way that enhances your people’s skills. Because it certainly can’t replace them.
The costly realities and business challenges of AI in PR
Many businesses were sold the dream of reduced overhead costs and faster outputs thanks to AI. But alongside issues like inaccuracies, wooden language and a lack of adaptability, this isn’t turning out to be the case at all.
Hidden financial and operational costs
The initial investment in AI solutions for public relations is perceived as the only cost businesses bear, but that’s far from the truth. The real financial burden extends beyond software licences and implementation. In fact, according to an IBM survey, generative AI has increased business’ investment in tech by 89%.
Computing costs have surged for businesses that have implemented and scaled AI workflows. The same IBM survey revealed that businesses are cancelling or pushing back at least one generative AI initiative due to cost concerns.
Large language models consume substantial resources for content generation, and these expenses often hide within cloud computing bills. Beyond direct costs, businesses relying too heavily on AI face operational challenges that drain resources.
The energy-intensive nature of AI is becoming a PR issue for many businesses. As PR consultants, we’re increasingly hearing that the use of AI sits uncomfortably with the environment and social goals of businesses that have publicly committed to reducing the impact of their activities on the environment. This has an impact on how customers interact with your business, with many choosing to opt for sustainable companies and four out of five consumers prepared to pay more for environmentally friendly goods.
Your team needs training to use AI tools effectively, and you’ll need enterprise-grade AI platforms that integrate with existing media databases and content creation systems. The business case may not stack up even when AI is technically capable of handling PR press releases or media monitoring – at least on an extremely superficial level.
You must also consider the hidden costs of maintaining brand voice consistency. AI-generated content rarely, if ever, hits the mark when it comes to business tone of voice, meaning it requires extensive editing to align with your style guide, negating time savings.
Reducing quality and trust
Generative AI is presenting problems for PR businesses, their clients and organisations that have replaced their internal teams with the tool.
Algorithmic bias in content creation means that AI output isn’t as considered or nuanced as human-written creative. The continued issues with misinformation in AI-written content presents serious trust issues and could damage relationships with news outlets.
AI-generated press releases and commentary usually lack the personalisation and depth required for effective media outreach, resulting in fewer media mentions and weakened trust in your business from journalists and editors. Businesses who are employing AI for the purpose of outreaching content are also finding that they lack the ability to build or maintain long-standing relationships with journalists and editors in the way human digital PR specialists can.
The reputational risks of AI-driven public relations
You can put your brand reputation at risk when you rely too heavily on AI for public relations. The media landscape demands authenticity now more than ever, and that can never be replicated by an algorithm.
Generative AI can produce content that damages your credibility with journalists and stakeholders. Press releases lacking human insight or warmth often miss the mark, weakening your position in a competitive media environment.
Trust in media has declined, and the opportunities and risks of using AI in PR require careful consideration. When it’s clear that your content has been generated automatically – especially if there’s little human editing involved – news outlets may flag your organisation as prioritising automation over genuine engagement and you risk falling out of favour.
Although it is leaning heavily into AI itself with generated search summaries, Google has mechanisms to identify low-quality AI-generated content. It uses signals like poor sourcing, convoluted language and a lack of substance. That means your content – and as a result, your site – is less likely to show in Google, in either its AI Overviews or its organic search results. This has been shown in multiple studies on sites that publish AI-generated content at scale. So it can not only harm your reputation with trusted media contacts, but it can also impact your own earned media.
The return to human PR teams and the future of strategic communications
Businesses are now recognising that effective PR requires emotional intelligence and trust-based relationships that AI simply can never replicate. The shift back to human workers has been a fast one and reflects a growing understanding that while AI can assist with certain tasks, the core of strategic communications depends on human interaction, ethical decision-making and authentic storytelling techniques.
Why human expertise outperforms AI in PR
Human PR professionals have the gift of emotional intelligence, which allows them to read public sentiment and adapt messaging in real-time. They can also adapt their tone and language to different journalists and editors, which is where the strength of real, human relationships stand out.
A qualified PR professional understands the nuances of your reputational landscape. They can make decisions based on their deep knowledge of your business and industry, whereas AI tools rely on aggregated content that isn’t always truthful or balanced. This results in content that is also misinformed and biased.
Key areas where human expertise excels:
- Understanding cultural context and sensitivity.
- Building trust-based relationships with journalists and influencers.
- Making ethical decision-making calls in ambiguous situations.
- Crafting narratives that resonate emotionally.
- Speaking and writing in a way that’s authentic, warm and genuine.
PR experts can interpret how work gets done within your organisation and translate that into compelling stories. They understand that the real secret to effective communication is connecting with real people through authentic human interaction.
Maintaining brand trust with emotional intelligence
Trust in your brand is developed through consistent, authentic human interaction that demonstrates you understand your audience’s concerns and values.
Your PR team’s emotional intelligence allows them to sense shifts in public sentiment before they become crises. They can craft responses that acknowledge stakeholder feelings whilst maintaining your brand integrity. This skill proves essential when addressing governance issues or ethical implications that affect your reputation.
There are a number of ways humans interact in a way that AI cannot when it comes to showing emotional intelligence:
- Authentic apologies delivered by real people.
- Consistent, passionate messaging that reflects genuine values.
- Personal engagement with concerned stakeholders.
- Transparent communication about decision-making processes.
AI often misses the emotional undertones that make your messages resonate on an individual or business level. Your team of creatives understands how to balance professional tone with warmth, creating communications that feel both credible and approachable.
Hybrid approaches: combining digital tools and human creativity
AI has its place in PR and communications, but importantly, it should be used to enhance PR professionals’ skills and take away menial tasks. Your business can use digital tools for research and data analysis while reserving strategic decisions and creative storytelling techniques for human workers.
Using AI to take care of admin tasks or spark ideas allows businesses to benefit from AI’s efficiency whilst maintaining the emotional intelligence that’s essential for PR success.
Here are some ways you can use AI to enhance the capabilities of your team:
| AI handles | Humans handle |
| Media monitoring | Relationship building |
| Data analysis | Strategic planning |
| Scheduling | Creative campaigns |
| Transcription | Storytelling |
Intergenerational prompting, where younger staff who understand AI tools collaborate with experienced PR professionals, creates particularly effective results. This partnership ensures your communications benefit from technological efficiency whilst maintaining the human touch that builds lasting relationships with your audience.
Frequently asked questions
Companies are rethinking their AI investments as they discover the technology’s limitations in roles requiring human judgement and empathy. The additional (and perhaps unexpected) financial burden of maintaining AI systems has prompted many organisations to reassess their automation strategies.
What are the primary reasons companies are transitioning from AI-driven strategies back to human-based PR teams?
Businesses are turning back to human employees instead of AI for all the traits and capabilities people offer that machines and algorithms can’t replicate. Your customers want to speak with real people, because AI systems lack the sophistication to solve more than simple run-of-the-mill queries.
Generative AI also lacks the empathy and nuance required to communicate with journalists, editors and stakeholders in PR. Relatedly, it also cannot create content that is authentic, genuine and aligned to business’ tone of voice.
Additionally, while many businesses have reduced human teams in favour of AI for cost-cutting reasons, the actual cost of running AI systems continues to rise rather than decrease. Business expenses have risen 89% as a result of implementing AI thanks to the cost of high-performance GPUs, specialised talent and ongoing maintenance.
Can AI replace PR professionals?
AI can support certain PR tasks, but it cannot replace the emotional intelligence and judgement that experienced professionals bring to the role. Public relations depends on understanding cultural context, building relationships with journalists and making ethical decisions in complex situations.
Automated tools rely on aggregated data, which is not always balanced or accurate. Human PR specialists, by contrast, can adapt messaging in real time, respond to shifts in public sentiment and communicate with warmth and authenticity. These qualities are quintessentially human and key to maintaining brand trust and delivering strong communications.
How should AI be used in PR and communications?
An effective approach is a hybrid model where AI enhances human capability rather than replacing it. Digital tools can assist with media monitoring, data analysis, scheduling and transcription. This frees up PR professionals to focus on relationship building, strategic planning and storytelling.
When AI is used to handle admin and research and humans lead on strategy and creative direction, businesses benefit from improved efficiency without compromising quality or reputation. This balanced approach protects brand voice, strengthens media relationships and ensures communications remain credible and engaging.
What are the risks of using AI for press releases and media outreach?
Relying heavily on AI for press releases and media outreach can put your business’ reputation at risk. AI-generated content often lacks depth, context and genuine insight, which journalists can quickly spot. If your messaging feels generic or detached, it can weaken trust and reduce your chances of securing meaningful coverage.
There’s also the issue of businesses using completely fake AI-generated “experts” as sources. Some of the most established and well-known national news outlets in the UK, including the Daily Mail, The Sun and Mirror, were found to have published “expert commentary” from fake AI-generated personas, leading to a wider investigation from the Press Gazette.
Even if you’re not going as far as making up experts, there’s also the risk of inaccuracies and bias within AI-generated copy. Even small errors can damage credibility with media contacts and stakeholders. Over time, this can affect how your organisation is perceived, particularly if outlets feel you’re cutting corners.
Human PR professionals understand how to tailor messaging to specific journalists, shape stories around real insight and respond thoughtfully to sensitive topics. That level of judgement and relationship management will always be central to successful media outreach.
