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The proof era: what happens to communications when the machines start reading

After a decade of hype and hesitation, the shift reshaping public relations in 2026 is not that artificial intelligence can write. It is that artificial intelligence now reads – and that authority, not volume, has become the only currency worth spending. For years the industry told itself a comforting story about AI. It was a

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Word cloud dominated by the term deep fake, with related words including hoax, manipulation and false or truth

Why Corporate Teams Aren’t Ready for AI Deepfake Threat And What That Means for Press Release Strategy

If you work in corporate affairs, PR, or communications, you have probably spent the past eighteen months watching the rise of generative AI with a mixture of fascination and dread. The fascination is easy to understand: these tools can draft statements, summarise reports, and even help personalise outreach. The dread, however, is becoming much harder

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A laptop screen showing an AI-generated press release stamped Rejected

Most Journalists Reject AI-Written Press Releases as Demand Grows for Human-Led Media Outreach

Artificial intelligence may be transforming public relations and digital marketing, but new international research suggests most journalists still strongly prefer human-written press releases and personalised media outreach over AI-generated content. The findings are significant for businesses investing in press release distribution and media outreach strategies, particularly as competition for journalist attention becomes increasingly intense in

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Infographic headed How AI-Powered Communications Is Transforming PR in 2026, listing text volume, smarter media monitoring and AI-assisted distribution

How AI-Powered Communications Is Transforming PR and Press Release Distribution in 2026

Artificial intelligence is no longer an experimental add-on for communications teams. In 2026, AI has become embedded across the entire PR workflow, from media monitoring and analytics to press release distribution and journalist targeting. But while automation is accelerating many parts of the industry, the real shift is happening elsewhere. Brands are discovering that trust,

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Split illustration contrasting an AI-driven newsroom with a traditional press office

AI, Trust and Power: How Intelligent Systems Are Reshaping Public Relations in 2026

The public relations industry has entered what many insiders are calling its first post-hype phase of artificial intelligence. After years of experimentation, automation, and inflated promises, 2026 is emerging as the year when AI stops being a novelty and starts becoming infrastructure. For companies using public relations software, the shift is already visible. Tools that

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Title graphic reading GEO vs SEO: Optimising for AI search, over a network of connected points

AI Search, Zero-Click Traffic and the New Role of Press Releases: How Online PR Must Evolve

The fundamental mechanics of online visibility are shifting — fast. Traditional search engine optimization (SEO) tactics that once centered on rankings and organic traffic are being reshaped by the rise of AI-enhanced search results, zero-click behavior, and new patterns of information discovery. For decades, brands invested in content and technical SEO with the expectation that

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