How to make the most of AI without losing the human touch

Here’s the undeniable truth: AI adoption is spiking within PR and comms teams. And the data proves it – according to Cision’ 2026 Inside PR Report, a survey of more than 500 PR and comms professionals, 73% of respondents said they use generative AI to brainstorm ideas for campaigns, while 68% of them admit that AI is used in content creation.  

AI is also changing the way teams monitor, analyze, and report on media coverage. But relying too heavily on this technology could mean losing nuance, context, or accuracy along the way. That could have consequences for your brand’s credibility and audiences’ trust.  

Let’s make sure that doesn’t happen. In this tip sheet, we explore where AI adds value to key PR functions and where human judgment is still needed, with a focus on: 

  • Media monitoring and data collection
  • Classification and sentiment analysis
  • Insight generation
  • Measurement and reports
  • Crisis detection

AI is here to stay. But how you utilize it can impact your PR plans. Successful teams embrace generative AI’s benefits but use it strategically and meaningfully by holding onto human-led creativity, authenticity, and insight. 

Fill out the form to download the Managing AI in PR: Balancing Human Intelligence and Technology tip sheet.

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