After two years of intense hype around generative AI, the communications industry appears to be settling into a more realistic phase of adoption. AI is now part of many PR workflows, but the idea that it would replace communications professionals hasn’t exactly materialized. Honestly, we’ve all seen those generic LinkedIn posts that are so obviously AI-generated, and people and companies are starting to get called out for it.

The data tells a similar story. Muck Rack’s State of AI in PR report suggests that AI is becoming a productivity layer for communicators rather than a replacement for them. What is also emerging from the research and recent industry headlines, is something more nuanced: AI may be accelerating the work of PR teams, but it’s also raising expectations for the people behind the work.

That shift matters because communications has always been built on trust. The rise of AI has made it easier than ever to produce content quickly, but it hasn’t changed the fact that someone must ultimately stand behind what’s being said. As AI tools become more common in communications workflows, questions around transparency, attribution, and responsible use are beginning to surface more often.

In fact, just last week the issue made headlines. Grammarly disabled a feature called “Expert Review” after criticism that the tool generated editing suggestions attributed to real journalists and experts without their consent, prompting a class-action lawsuit. The situation is a reminder that while AI can accelerate content creation, the reputational risks still fall squarely on the organizations using it.

The Grammarly story reflects a broader moment the communications industry is navigating. According to recent research from Ragan Communications, AI tools are now embedded in many communications workflows, but governance, training, and clear policies are still catching up.

That gap helps explain why most communicators are using AI as an assistant rather than an autopilot. Muck Rack’s State of AI in PR report shows PR professionals primarily rely on AI for editing, research, drafting, and brainstorming: tasks where the technology can accelerate the process but still requires human judgment to ensure accuracy, tone, and credibility.

In fact, the data suggests communicators themselves understand this distinction. Nearly all PR professionals say they edit AI-generated text before using it, often making meaningful revisions along the way. The tools may be improving quickly, but they still lack the context, audience understanding, and strategic judgment that experienced communicators bring to the table.

In many ways, AI is shifting the role of PR professionals from content creators to editors, strategists, and stewards of credibility: roles that require even more expertise, not less.

If the first wave of AI adoption in PR was about speed, the next phase will likely be about responsibility. As audiences become more aware of AI-generated content, communicators will face greater scrutiny around how messages are created, attributed, and verified.

Cision’s Inside PR 2026 report summarizes the path forward succinctly:

“Despite AI's growing presence in PR, the human elements remain at the core of the profession. Storytelling was cited as the most in-demand skill for 2026 (59%), followed by media relations, strategic planning, and the ability to interpret data to guide decision-making – skills that ultimately rely on human interpretation, context, and strategic discretion.”

For communicators, that’s an important reminder: while AI may be reshaping how the work gets done, it hasn’t replaced the expertise required to do it well.