AI’s integration into public relations (PR) and B2B marketing is shifting from flashy demonstrations to practical applications, as industry leaders seek operational efficiency over mere content generation. At the 2025 ANA In-House Agency Conference, Andrew Swinand, CEO of the Inspired Thinking Group, emphasized that the true value of AI lies in automating repetitive tasks, streamlining workflows, and enabling teams to concentrate on more impactful work.
The initial excitement surrounding AI centered on its ability to produce vast amounts of content and fuel chatbots for customer service. However, as a former journalist and current PR strategist, I find that the focus should move to utilizing AI for solving genuine workflow challenges rather than chasing immediate gains in content production.
The breakthrough with AI is not just in generating copy; it’s about alleviating marketing professionals from the burdens of repetitive tasks that consume valuable time. This allows teams to redirect their efforts towards strategy and storytelling, which are vital for meaningful engagement.
During the ANA event, discussions shifted significantly toward how AI is becoming an essential component of marketing operations rather than just a novelty. This change is critical because too many marketing leaders still fall into the misconception that AI can fully replace human staff or serve as an all-encompassing solution.
In practice, AI functions best as a tool that enhances human capabilities, automating low-value tasks so that teams can invest more energy in strategic thinking and relationship building. While some teams experiment with AI to draft pitches or initiate campaigns with minimal human oversight, relying on these tools to replace human creativity and judgment poses significant risks.
The current AI landscape is crowded with tools that may not integrate smoothly into existing workflows, leading to potential inefficiencies. Companies that thrive are those that pinpoint specific challenges to address with AI, using it as a means to strengthen ongoing efforts rather than as a shortcut for reducing staff or increasing noise.
Behind the scenes, AI is delivering substantial efficiency gains in PR and marketing. Tasks that required hours of manual effort, such as gathering competitive intelligence, scanning news cycles, or monitoring industry trends, can now be accomplished in minutes with AI applications that distill critical insights. Rather than replacing human judgment, these tools empower strategists with the information they need to make informed decisions.
Additionally, PR professionals are leveraging AI to produce initial drafts of media briefs and campaign outlines, drastically reducing the time spent on these tasks. Reporting processes have also improved, with communicators utilizing AI-driven dashboards to convert raw data into actionable insights more rapidly. This shift enables marketers to demonstrate the impact of their efforts more effectively.
AI is also being applied to enhance outreach, allowing professionals who once spent considerable time drafting follow-up emails to utilize tools that personalize messaging at scale. When employed thoughtfully, these AI tools do not undermine authentic relationship building; rather, they augment it by facilitating quicker and more consistent communication while maintaining a genuine voice.
As B2B marketers face increasing pressure to maximize productivity with limited resources, the operational benefits of AI become increasingly relevant. However, to capitalize on these advantages, teams must utilize AI judiciously.
Marketing leaders are encouraged to develop a comprehensive AI playbook, outlining its role within the organization and establishing guidelines for reviewing AI outputs. Without clear strategies, inconsistencies may arise, particularly regarding brand voice and customer engagement. A well-documented approach will ensure teams remain aligned and recognize AI as a supportive tool rather than a replacement.
Ultimately, leaders must convey that the purpose of adopting AI is to enhance human capacity rather than diminish it. When teams understand that the goal is to shift focus toward strategy, storytelling, and client relationships, they are more likely to embrace the transition. Humans possess unique qualities such as judgment, creativity, and empathy that no algorithm can replicate, and AI offers the opportunity to leverage these strengths more effectively.
Looking ahead to 2026, it is likely that the most successful marketers will not be those who utilize AI to generate excess content but those who harness it to create more space for the irreplaceable work that only humans can deliver.
For further insights on evolving practices in PR and B2B marketing, explore resources such as ANA, Forbes, and McKinsey.
See also
Globant Converge 2025: Transform AI Ideas into Action with Global Leaders, Dec 10-11
Anthropic Warns: Humanity Faces AI Evolution Decision by 2027 Amidst Existential Risks
NVIDIA Expands AI Robotics Hub in London, Boosting Market Confidence and Stock Growth
BCC Research Reveals AI’s $1.5 Trillion Market Surge and Transformative Industry Disruptions
Alphabet’s AI Surge: Stock Up 84% Yearly, But Is It Overvalued at $289.53?
