Search for Digital PR Services Isa Lavahun, PR Strategist and Trainer: “AI in digital PR has seen fascinating developments over the past 18 months, but I doubt my expertise will be replicated anytime soon. No. It's a powerful tool, don't get me wrong. It helps you identify high-value link leads, brainstorm content ideas, and personalize your outreach, all in real time. It will save you money.
“But the takeaway here is that AI cannot replace the human touch when it comes to building relationships, which is at the heart of PR. Think about it: If all creative and marketing teams used AI for their ideas, wouldn't they all be the same? It's about differentiation. Yes, it gives you data and saves you time, but as far as I'm concerned, human ingenuity is the secret sauce of link-worthy content.”
Even before the introduction of AI into search engines, the days of “hacking” SEO algorithms to avoid having to create valuable content are now a distant memory. The rise of AI tools has made it possible to create large amounts of content quickly and almost easily. As a result, the internet is flooded with AI-generated web pages that are deemed valuable enough to rank high in search rankings.
Introducing AI into search should almost be seen as a response to that. It's just another attempt by search engines to actually figure out what kind of content has real value and is worth being shown to users. If there's one thing he has in common with the advice from PR above, it's to stay human and make sure you create original, quality content for your audience, not just the SEO algorithms.
Previous discussions on how AI has impacted PR can be found here. Chat GPT tips, AI press releases, AI PR measurement tools, and how AI has impacted PR ethics.