Artificial intelligence (AI) is already transforming how we live and work across nearly all industries. For PR professionals, learning to work effectively with AI isn’t just about getting a competitive edge — it’s a necessity for staying relevant in an ever-changing industry.
While some PR pros are eagerly embracing AI, others — including those of us who remember life before streaming and smartphones — remain cautious. Regardless of which school of thought you fall into, it’s important to recognize the ways in which AI can power up your productivity and efficiency, while also remaining cognizant of the challenges and potential pitfalls it brings.
Here are five reasons why it’s still critical to bring a human touch to your work with AI — especially in PR:
1. Training Quality and Dataset Limitations
What ChatGPT says:
“Some platforms are trained on limited, outdated, or overly formal datasets like Wikipedia or scientific texts.”
What it means for PR:
AI may explain complex ideas well, but it doesn’t always communicate them in a way that resonates with the average reader. That’s where human PR professionals come in; as skilled communicators, we are responsible for translating complex ideas into clear messages that genuinely connect (whether logically, emotionally, or both) with the target audiences of our brand. It is also up to the PR pro to fact-check all AI-generated outcomes to ensure we are not spreading false information.
TIP: Consider the fact that, according to Google, the average American reads at a 7th to 8th-grade level — and 54% read below a sixth-grade level. Clarity matters.
2. Lack of Tone and Context Awareness
What ChatGPT says:
“Human conversation is full of nuance—sarcasm, emotion, cultural references, code-switching. If a model hasn’t been trained to detect or replicate that, it may default to safe, neutral responses that feel generic or awkward.”
What it means for PR:
AI doesn’t always “get” tone. Just because you feed it slang or TikTok-friendly terms doesn’t mean it will sound authentic. Instead, crafting the right prompts and fine-tuning output is essential to keep the messaging human and relevant.
For example, I once asked ChatGPT to explain the significance of a chicken jockey joke in A Minecraft Movie and explain how its inclusion in the film is a great example of public relations. Surprisingly, it worked. But only because I knew how to ask.
3. Overemphasis on Safety and Politeness
What ChatGPT says:
“Some AI systems are designed to avoid risk at all costs, so they always give very measured, polite, or over-explained answers. While that helps prevent misuse, it can also make the AI sound more like a customer service bot than a person you’d chat with.”
What it means for PR:
AI’s safety filters can strip communication of personality. And in PR, personality and authenticity are critical. If your content feels robotic, audiences will disengage. (Just ask the approximately 78% of people who want to throw their laptop out the window when talking to the average website’s chatbot!)
Unless your AI is so charming it makes people feel like Theodore falling for Samantha in Her, being able to provide real-time results from real people will almost always produce better outcomes.
4. Poor Fine-Tuning for Brand Voice and Style
What ChatGPT says:
“Just because an AI can generate text doesn’t mean it knows how to ‘vibe’ with people. Fine-tuning to sound more human means learning how to match tone, infuse personality and even make small mistakes or casual slang feel intentional.”
What it means for PR:
Every brand has a unique voice, and maintaining that voice is essential — especially in an era of heightened cultural sensitivity. AI can assist when it comes to crafting inclusive messaging or walking the line on controversial topics, but as a PR pro representing your brand, only you know how the message will actually be perceived by your audience.
5. Lack of Real-Time Feedback and Adaptability
What ChatGPT says:
“Some platforms don’t learn from real-time interactions or don’t adapt to the user’s voice mid-convo. That means the AI just keeps outputting what it thinks is ‘generically good’ rather than what fits you.”
What it means for PR:
“As PR pros, we are responsible for tailoring messages to individual clients, audiences, and channels. Just as one size does not fit all for most types of clothing, the same is true for AI. Outputs still require our skills and instincts as professionals to make sure the right message, with the right tone, is reaching the right people.”
As ChatGPT itself will tell you, “AI is a powerful tool, but humans bring the magic.” For PR pros, embracing AI means learning to leverage its strengths while also understanding its weaknesses. It is only then that we can use AI to elevate our work, not replace it.
For more PR tips, check out our other posts on the Scooter Media blog, including:
