PR in an AI world: why the human touch still wins

We’ve discussed in previous Webpresence articles how PR is a non-negotiable tactic for AI visibility. Large language models (LLMs) prioritise media coverage when surfacing brands, helping them pop up in searches. And this has led to more and more communicators leaning on AI to “create” faster, more content. However, this approach is risky business.

Why is AI generated content risky?
First, AI excels at repackaging existing information, remixing public data without any original insight. Second, the content lacks consistency with the brand’s tone of voice and vision, alignment with key business messages, and those compelling stories readers need.

At Webpresence, we reject this shortcut. The content for our clients emphasises brand identity, delivers strategic value, aligns with core messaging, and builds lasting impact and authority that endure regardless of algorithm changes.

Why avoid AI PR tools?
Another risky business is using automated tools and services that promise PR results. Never touch them if you respect yourself and your business. They simply flood journalists with recycled, automated pitches, risking spam flags and burned bridges.
One key lesson to remember: genuine visibility demands tailored, human-driven narratives that truly resonate.

Human content wins
To sum up, AI generated content often lacks substance, vision, and personality. Also, it risks hallucinations that demand constant fact-checking. At Webpresence, we write bespoke stories that position your brand in LLM-driven searches.

PR created by AI? No. Human expertise drives true differentiation and trust. Contact Webpresence to elevate your AI-era PR strategy.