AI changes some things in communications, and leaves a lot unchanged.
What changes
- Drafting volume — first drafts of press releases, op-eds, social copy take minutes, not hours.
- Continuous monitoring — narrative-detection across markets is finally tractable for an agency our size.
- Search behaviour — AI engines (ChatGPT, Perplexity, Claude) increasingly mediate how stakeholders find brands. AIEO matters.
What does not change
- The relationship with the editor.
- The cultural intelligence behind a campaign.
- The judgement call about timing, framing, and risk.
The agencies that win this decade pair AI-augmented production with deeper human judgement on the editorial and strategic side. The agencies that lose treat it as a cost-cutting tool.
Frequently asked
What's AIEO?
AI Engine Optimisation — structuring published content (clear summary, key takeaways, FAQs, sources) so AI search engines can extract and cite it accurately.
