AI in PR: Balancing promise with responsibility

This quote is a powerful reminder of the scale and speed of the shift we’re living through, writes public relations consultant Candice Burgess-Look in the latest issue (Issue 2 2025) of Strategic Marketing for Africa, the magazine of the African Marketing Confederation. 

“AI isn’t a fad or gimmick we’ll lose interest in … the horse has bolted and there’s no going back,” notes Burgess-Look, Director of KOJ PR and Communication. 

For example, McKinsey & Company’s latest ‘State of AI’ report, cites that 78% of companies globally are using artificial intelligence in their business operations, with 92% planning to increase investment over the next three years.   

To put this further into context, there are 333-million companies worldwide, and 300-million of these organisations are already using or actively exploring AI. 

So why is adoption slower in the public relations sector? The 2025 ‘Glass House PR Report’, which surveyed firms in at least 15 African countries, found that, while 46% of PR agencies have started integrating AI tools into their processes, widespread adoption across the industry remains in its infancy. 

Hesitancy and discomfort in the industry  

Burgess-Look believes hesitancy and discomfort amongst African public relations professionals about artificial intelligence is prevalent for several reasons. 

“As communicators, we pride ourselves on crafting authentic messaging and working with integrity – qualities some see as threatened by AI. This is where I believe a large knowledge gap exists,” she says. 

“If you learn to work with AI in a way that supports your creative process, rather than replaces it, you’re less likely to fear losing your craft, your voice, or your sense of ownership over your work. And you’ll be far better positioned to outperform those who resist the shift.” 

Looking at those already experimenting with AI, the benefits are undeniably tangible, Burgess-Look believes.  

As an example, Bravado – the digital experience agency of South African integrated advertising agency group, Brave Group – deployed AI to power financial services group Nedbank’s award-winning ‘We’re for Africa’ campaign at the end of 2024. 

According to Nomthandazo Mbatha, Marketing and Communications Manager for Africa Regions at Nedbank, the bank achieved an 81% reduction in costs and generated over 6.7-million impressions across social platforms. 

“The AI took in a campaign brief and, in one integrated environment, produced a full marketing, internal and external comms strategy alongside creative content, social media posts and production assets. All this was built in just 12 days,” Burgess-Look says. 

You can read more on her analysis on how the African public relations industry can balance AI’s promise with responsibility in the new issue (Issue 2 2025) of Strategic Marketing for Africa. Find the Digital Edition here. A print edition is also available.