The answer to this question does not actually lie in the abilities of generative AI, but rather in your abilities as a PR pro. Sure, an AI model can write a press release if you give it enough context and ask "more formal, please" a few times.

However, AI models are trained by humans and therefore cannot exceed the skills that people possess.

Proper PR requires much more than cranking out a few press releases once in a while. A few key aspects of humanity are required to practice high-quality PR.

Empathy

Empathy is an integral part of PR because it serves as a guide for approaching situations that are often sensitive. Without it, PR campaigns can come off clinically and dismissive of audience needs.

Critical Thinking

AI tools work according to rules. While there is an element of randomness to the responses given by ChatGPT, it stays within a particular set of rules. Such a model is not capable of critical thinking.

Without critical thinking, you can't make informed decisions or apply your knowledge to unique situations. This becomes especially important in scenarios with grey areas.

Relationship Building

A lot of the time, AI written work sounds overly positive and enthusiastic. It may have been able to fool people when the tools just became available, but today, most people can spot the difference between authentic, human-written work and AI-generated writing.

Relationship building is impossible without authenticity and trust — two things that cannot be replicated with AI.

Why Is AI In Demand At All Then?

Many PR pros and agencies use AI-generated press releases, despite their shortcomings. So why is that?

The affordability and convenience of this option are appealing to some. However, just like other types of craftsmanship, the real deal will always have a place. The market for human-written work will inevitably shrink, but as long as you stay ahead of AI's capabilities, there should be a demand for your work.