In the space of just 18 months, artificial intelligence has gone from an exciting buzzword to a genuine force that is now actively shaping industries.
PR is one such industry. For agencies like Cullen Communications, AI is no longer a distant concept but is actively reshaping how PR professionals work and think. We last wrote about AI in 2023, and our prediction about it becoming an even more integral part of our life has come true.
Nowadays, more than two-thirds of PR professionals use AI tools and platforms in their daily work. As more agencies embrace the technology to support things like media monitoring, sentiment analysis and content research, those who fail to adopt AI risk falling behind the competition.
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AI adoption in Ireland
Outside of our PR world, however, despite the growing recognition of AI’s potential, a significant portion of Irish SMEs are still holding back on embracing AI technologies.
A recent survey of Irish SMEs across all industries showed that while 35% of have adopted AI, an additional 48% plan to implement it within the next 12 months. Unlike bigger organisations, SMEs often face budget constraints that can delay AI adoption. With a significant gap between current adoption rates and future intentions, the need for increased support to facilitate a smoother transition for these businesses is more important than ever.
As AI adoption grows, it’s crucial that all businesses, not only those in the PR sector, take proactive steps to integrate the technology.
Embracing AI in a PR agency
At Cullen Communications, we have always prided ourselves on staying ahead of industry trends. When AI began making waves, we knew we had to be part of the conversation. That is why we created our AI Committee, whose goal is simple: to explore how AI can help us work more effectively and to ensure we are using the best tools available to support our clients.
So far, we’ve run several training sessions to help our team get comfortable with AI-powered tools. We are also developing an AI framework that will guide how we use AI across our agency. This hopefully ensures that we are making the most of AI while maintaining the high creative standards and strategic decision-making that define our work.
One of the things that AI is really good at is taking away or at least alleviating repetitive, time-consuming tasks so we can focus on the creative and strategic aspects of our work. While AI can assist with research, media tracking, and content ideation, the real value lies in using these tools to enhance our decision-making, not replace it. Human creativity, judgement and relationship-building will always remain at the heart of what we do.
The future: Why AI is essential for PR agencies
At Cullen Communications, we see AI as an assistant rather than a replacement. We think of it as a research intern that helps gather information, but where all final work is refined and approved by our team. We never upload sensitive client materials to AI platforms, and we always ensure that the content we deliver is created and vetted by real professionals.
As AI continues to develop, PR agencies have a responsibility to embrace it in a way that enhances our work without compromising creativity, ethics or quality. By integrating AI thoughtfully and responsibly, we can continue to provide our clients with the best possible results in an ever-changing communications landscape.
AI is here to stay! And for PR professionals, the opportunity to innovate has never been greater.
The question is no longer whether we should use AI, but how we can leverage it. Those who embrace AI can continue to deliver smarter, more impactful results, while others may struggle to keep up. The future of PR is not just about technology, it’s about how we use it to drive real, meaningful change and deliver outstanding results for our clients.
By leveraging specialised AI tools for research, tracking, and content support, we save time and costs while allowing our team to focus on creativity, storytelling, and strategy. At the same time, we recognise that AI is a tool, not a replacement for human expertise. Every piece of work is guided by a human hand, ensuring ethical, high-quality, and impactful communications. If you’d like to know more about how an AI-driven communications strategy can amplify your brand, we’d love to chat – contact us today for a free PR consultation.
About the author
Zung Tran is a Digital Marketing Manager with Cullen Communications. Zung specialises in performance online advertising, web strategy, and digital innovation.