If the first challenge is navigating a saturated landscape, the second is operating within it efficiently without losing authenticity.

AI is now embedded across the PR workflow, from ideation and content creation to analytics and social listening. Its value is clear: it enables faster execution, better data analysis, and more responsive campaigns.

But speed and scale alone are not enough.

AI as An Accelerator

Hootsuite’s Social Media Trends 2026 reveals that 30% of consumers are less likely to choose a brand with AI-generated advertisements. As such, AI should be treated as a tool to increase speed and efficiency across the PR workflow, not as a substitute for strategic thinking.

In practice, this means using AI to handle the heavy lifting: identifying trends through social listening, analysing audience behaviour, generating first drafts, and optimising performance in real time. These capabilities allow teams to move at the pace required in today’s landscape, where relevance is often measured in hours.

However, the role of AI should stop at acceleration. When it comes to defining the narrative, shaping the message, and deciding whether a brand should engage with a trend at all, human judgment must take the lead. Without this layer of oversight, speed can quickly result in content that feels generic, misaligned, or disconnected from the brand.

Human Insight as the Differentiator

As content volumes increase, the role of PR teams is to filter, rather than simply produce.

Not every trend is worth reacting to, and not every insight should translate into content. The ability to interpret cultural context, assess relevance, and apply brand perspective is what separates effective communications from noise.

This requires a shift in mindset. Rather than asking “How can we respond to this quickly?”, teams should first ask:

  • Is this culturally and contextually relevant to the brand?
  • Does it align with our tone, values, and audience expectations?
  • Can we add something meaningful to the conversation?

Only when the answer is yes should speed come into play.

The Middle Ground

SAMY’s Global Chief Creative Officer, Santiago Lucero, said: “AI isn’t replacing creativity; it is amplifying it. Mastering new tools enables sharper, faster, more engaging content. But we cannot forget what truly drives relevance and surprise, the real engines of engagement: human creativity.”

The most effective approach is not choosing between AI and human input, but defining their roles clearly:

  • AI enables speed, scale, and efficiency.
  • Human insight ensures relevance, credibility, and connection.

Used together, they allow brands to operate at the pace of culture without losing the authenticity that builds trust.

At Midas, we bring human expertise and AI fluency to deliver brands and organisations an impactful PR strategy and communication campaign. Visit www.midas-pr.com for consultations.