If Generative AI Is Changing Journalism, How Does That Change PR?

Date: 27 March 2024

With News Corp Australia producing 3,000 articles a week using generative artificial intelligence, specialist titles embracing AI, and even the ABC dipping its toes in the AI pool, what threats and opportunities does this create for PR?

Dentsu Creative’s Chief Public Relations Officer, Tim Powell, provides an analysis of how AI is changing journalism, and the relationship between journalists, their audiences and PR consultants, and the strategic, craft and legal issues this raises.