With AI increasingly influencing public perception and trust, PR in 2026 requires a more proactive approach. Brands must adapt not only to new technologies but also to the challenges they pose, ensuring a balance between speed and credibility, and between automation and creative human judgment.
How Generative Search Is Changing Discovery
AI-powered search is subtly changing how people find information. People are increasingly seeing AI-generated summaries directly in search results, such as those powered by Google’s Gemini, or through other tools like ChatGPT and Perplexity, rather than relying solely on traditional search engines.
Mckinsey reported around 50% of consumers already use AI-powered search tools for product and information discovery. Platforms such as Perplexity have also seen a sharp rise in monthly search queries, as reflected in recent industry Index data. Analysis from Temasek Post also shows that these tools rely heavily on established editorial sources when generating responses due to their consistent accuracy, clear sourcing and subject expertise.
This highlights the growing importance of securing features in top-tier media titles. According to Search Engine Journal, brands featured in credible media with clear, authoritative information are more likely to be included in AI-generated summaries.
AI as a Partner, Not a Replacement
AI has redefined PR operations. It empowers teams to work with greater speed, supporting tasks like content creation and coverage monitoring. But its role is most effective when it supports human judgement and context, rather than replacing them.
AI-generated drafts often struggle with tone and relevance, which are critical for media engagement. A 2025 survey by Global Results Communications found that 43% of journalists expressed negative views toward AI-generated pitches.
For communicators, this supports a simple truth. AI can save time, but trust, relevance and human connection still determine success. When used wisely, technology acts as a powerful tool that brings speed and efficiency to human communication.
Founder-Led Storytelling Builds Stronger Trust
Founder-led storytelling is a powerful tool for brand humanisation. By sharing the founder’s values, motivations, and insights, brands can deepen its connection with the audience.
This approach works well across interviews, podcasts, social media, where personal perspective feels natural and credible. It helps audiences understand the person behind a brand, not just its products, offering a story competitors cannot replicate.
In Thailand, brands such as PANPURI demonstrate the practical impacts of founder-led storytelling. Rather than relying on marketing claims, PANPURI consistently communicates the founder’s beliefs around clean beauty standards, ingredient integrity and the role of human touch, allowing the founder to set the foundation for the brand narrative.
Marketing Oops highlights that this founder-led approach strengthens credibility, anchors premium positioning and supports PANPURI’s long-term brand growth in the luxury wellness space.
Creativity Becomes a Key Way to Stand Out More than Ever
A study by Bynder found that 50% of consumers can now accurately identify AI-generated copy, often describing it as repetitive or lacking a unique voice. In response, creativity continues to be a key way for brands to stay memorable and authentic. Audiences are drawn to ideas that feel fresh, surprising or emotional, not automated or formulaic as Marketing Week notes.
Creative campaigns help brands express personality and cultural understanding, while staying distinctive and human in a monotonous content landscape. A strong example is Airbnb’s Barbie Malibu DreamHouse campaign. By turning a private California home into an immersive real-world experience, Airbnb created a cultural moment that generated over 13,000 press hits and 250 million social media impressions.
According to Airbnb, CEO Brian Chesky noted that it became the most popular listing in Airbnb’s history, showing how human-led creativity cuts through sameness.
Zero-Click Content Elevates the Importance of Fact-Checking
As more information is surfaced directly on search results, AI summaries and social platforms, accuracy becomes increasingly critical.
In today’s “zero-click” environment, AI-generated summaries are often the only content people consume and the Reuters Institute warns these summaries can lead to “factslop”—oversimplified or incorrect information.
In August 2025, a study by NewsGuard revealed that leading AI chatbots repeated false news narratives 35% of the time. This rate is nearly double what was recorded in the preceding year. Therefore, to safeguard their credibility, brands should take the lead in checking their facts before publication.
As these shifts take hold, one thing is clear: Stakeholders will reward brands that prioritise creativity and human judgement over volume and automation. Authenticity is the only way to cut through the noise. By combining human insight with the speed of technology, brands can drive impactful campaigns that resonate deeply.
Let our experts help you craft a strategy that stands out and tells stories that convert. Contact us for an initial consultation at www.midas-pr.com or email us to discuss how we can support your 2026 communication efforts.