Artificial intelligence is now an integral part of day-to-day communication. Drafting an initial draft, summarising a report, analysing large amounts of information or adapting content to different formats are tasks that can now be carried out in a matter of minutes. In this context, organisations such as press offices are forced to evolve.

The use of AI tools is now widespread in the sector. According to Muck Rack’s ‘State of AI in PR 2026’ report, 76% of public relations professionals use generative artificial intelligence. Furthermore, 93% say it helps them complete projects more quickly, and 82% believe it improves the quality of their work.

From producing information to knowing what is worth telling

Whilst drafting and processing information takes less and less time, the true value of press offices lies elsewhere: deciding what to communicate, when to do so, and why it might be of interest to a journalist.

AI can help identify trends, analyse conversations or come up with possible angles, but it still requires a human touch to determine whether a piece of information is truly newsworthy. Similarly, a seemingly minor story can become a news opportunity if the right angle is found.

And this capability becomes even more important when journalists and media organisations are also adopting these tools. For example, the Reuters Institute reports that 56% of British journalists surveyed use AI professionally at least once a week.

What will change over the next few years?

The transformation is likely to be particularly noticeable in certain areas:

More analysis and less manual work. Compiling summaries, transcriptions or first drafts of content will take less and less time.
Greater customisation. It will be easier to analyse the interests of media organisations and journalists in order to put forward proposals that are better tailored to their needs.
New ways to gain visibility. Corporate content will need to be designed not only for search engines and traditional media, but also for the AI systems that more and more people are using to search for information.
A greater need for oversight. The more automatically generated content there is, the more important it is to check facts, sources and context before publishing.

It is precisely because of AI that the human element can gain value

Cision’s ‘State of the Media 2025’, based on responses from more than 3,000 journalists, paints a picture shaped by technology, but also by the need to maintain relationships of trust between journalists and communications professionals.

For that reason, the future of press offices may be less automated than it seems. Technology will enable us to work faster, but it will not replace a conversation with a journalist, the accumulated knowledge of a sector, or the judgement needed to understand whether or not a story is ready to be published.

Anyone can create content in seconds, so producing more information will no longer be an advantage. Knowing how to select, verify and turn that information into a story that makes an impact may become increasingly important.