Why Public Relations Will Outshine Advertising in the Age of AI

Artificial intelligence is upending industries with the subtlety of a sledgehammer. From drafting prose to designing visuals, its tendrils are everywhere — a 2024 study cited by xAI estimates that 20% of online content last year was AI-generated, a figure set to climb in 2025 and beyond.

Many fear that public relations, a craft rooted in human connection, risks becoming a relic, akin to the typists and shorthand writers of yesteryear. Yet, far from sounding PR's death knell, AI may herald its renaissance, positioning it above its flashier siblings — advertising and marketing — in the hierarchy of influence.

How AI changed the information landscape

The rise of Large Language Models — the AI engines powering tools like Grok, ChatGPT, Gemini and Deepseek — has shifted how people seek information. In 2025, most internet users turn to AI for answers, advice, even directions, often bypassing traditional search results. Google's AI Overview, a generative summary atop search pages, now shapes what users see first. This seismic shift alarms small businesses. Professor Ndubuisi Ekekwe of Tekedia Institute has observed his website seeing search traffic wane as AI summaries render site visits marginal. His solution — building a brand so strong that users type the URL directly — underscores a broader truth: in an AI-driven world, influence hinges on authority, not just visibility.

PR's structural advantage

Herein lies PR's triumph. LLMs do not conjure answers from thin air; they rely on a formula known as EEAT — Experience, Expertise, Authoritativeness, and Trustworthiness. When an LLM generates a response, it prioritises credible sources: official websites, annual reports, academic papers, and, crucially, reputable media outlets like TheCable, Reuters or The Guardian. Social media posts, influencer campaigns, and paid ads — mainstays of advertising and marketing — rarely make the cut, especially in an era plagued by fake news and deepfakes. A 2024 UNEP report on Safaricom's M-Pesa Green Initiative carries more weight in an AI overview than a viral TikTok ad, no matter how many views it garners.

This dynamic hands PR professionals a golden opportunity. Their craft has always been about building trust through earned media — pitching stories to journalists, securing coverage in respected publications, and crafting narratives that resonate. Consider a PR manager promoting a company's sustainability efforts. A well-researched pitch to The Financial Times, resulting in a feature article, not only boosts the firm's profile but also becomes a primary source for LLMs. When amplified on the company's own platforms — its website, blog, or annual report — this content gains further authority, ensuring it dominates AI-driven searches. Advertising, with its focus on paid placements, cannot replicate this authenticity.

In 2025, the ability to craft original, fact-checked narratives — whether through a white paper or a Guardian op-ed — has become a superpower.

What this means in practice

The evidence is clear in how AI operates. When researching a company's initiatives, AI tools would prioritise their annual report and articles in prominent news platforms over a sponsored post. This bias toward earned media means PR managers, who excel at securing such coverage, hold the keys to digital relevance.

Marketing and advertising, meanwhile, face an uphill battle. Their reliance on paid channels and influencer partnerships, while effective for short-term buzz, lacks the depth LLMs crave. PR's focus on storytelling through trusted intermediaries — journalists, editors, and publishers — positions it to thrive in this new landscape.

This is not to say PR can rest on its laurels. The profession must adapt, doubling down on owned platforms to complement earned media. A company's website or blog, rich with original content, becomes a beacon for LLMs. PR managers must also master amplification — republishing media coverage on their own channels to reinforce authority. Such amplification ensures LLMs register the narrative as authoritative, boosting its visibility in AI overviews.

In an age where AI shapes perceptions — whether of a trend, product, or idea — PR's ability to craft trusted narratives is more vital than ever. Advertising may dazzle, but PR endures, weaving stories that resonate with humans and algorithms alike. As AI continues its ascent, PR will not just survive; it will lead, proving that in the battle for influence, authenticity is the ultimate currency.