AI-powered virtual journalists are already being used in some countries to compile news. This is certain to affect the work of the PR sector as well.
Business Live, January 20, 2025
Imagine a future where PR people are crafting story angles and pitching packages entirely with AI and to AI journalists who wield AI algorithms for targeting and rely on AI automation for distribution.
When the who, how and what we pitch becomes AI-driven, it raises the question: are there really any “relations” happening in public relations?
This may seem far off for South Africa, where AI tools and skills are still developing and where regulations regarding AI are a work in progress. However, AI is already making its mark here too. Take, for example, Shudu Gram, the world’s first digital supermodel, who has worked with top brands like Smart Car, Vogue, Cosmopolitan and Balmain.
It’s indicative of how AI is already reshaping the media landscape. What does all this mean for PR professionals?
(Photo courtesy of Business Live)
