PR vendors are pushing AI tools for press releases, media databases, and search optimization with increasing urgency. Yet new data reveals a sharp divide: only 30% of PR teams feel very confident using AI, and more than half of journalists oppose AI-generated pitches and press releases, according to Cision's 2026 State of the Media Report. The low confidence level highlights the need for practical training in AI for PR & Communications.
AI search reshapes visibility
Notified, the owner of GlobeNewswire, argues that AI search is changing how PR audiences discover content and that traditional tactics are no longer enough. Peter Woolfolk, host of the Public Relations Review podcast, said in a post that AI search is rewriting the rules of visibility into a "zero-click reality, and it's exactly why Answer Engine Optimization (AEO), is becoming one of the new search engines for brands that rely on discovery … and reputation."
Skepticism remains, however, over AI's accuracy and the spread of AI slop. Newsrooms are grappling with too much AI-generated content in journalism and contributed articles.
Journalists push back on AI-generated pitches
Only 30% of PR teams are "very confident" in their ability to take advantage of AI, Cision found. More than half of journalists said they oppose PR professionals using AI in pitches or press releases. The resistance reflects concerns about authenticity and the erosion of human judgment in media relations.
A fabricated PR director shows the risks
The London-based restructuring firm Coots & Boots created a lead marketing and communications person who was entirely AI-generated, according to The Times of London. The fake PR director was a fabrication. Matt Baldwin of Coast Communications said in a post, "PR and comms is there to help a firm tell its story, to be the corporate conscious of a firm, to address head on these kinds of stories. It is unconscionable to fabricate any role in an organi(z)ation, but why create a fictitious PR lead? It is staggering that someone inside that firm gave this the green light. And I do not envy their real PR leads."
Media outlets tighten rules on AI content
The New York Times emailed a "periodic reminder" to freelancers, emphasizing that submissions "must be the product of human creativity and craft, and all submissions must consist solely of their original reporting, writing and other work." The Times also cut ties with a journalist after discovering he used AI to help write a book review. Law360 now requires that AI tools used for research and refining must be disclosed, and that authors must independently verify accuracy.
Adaptation is not optional
Jane Rosenthal, co-founder of the Tribeca Film Festival, said of AI: "Pandora's out of the box. We've got to learn it." She was quoted in a New York Times article about the first AI-generated live-action feature film accepted by a major festival. PR has weathered continuous change-from radio to social media-and AI is the next wave. Structured programs like the AI Learning Path for Public Relations Specialists can help teams build the skills to use AI responsibly.
Why this matters for PR and Communications
PR and communications professionals face a dual challenge: they must adopt AI tools to stay competitive in a zero-click search environment while preserving the trust of journalists who remain deeply skeptical of automation. The 30% confidence figure signals that many teams are unprepared. Building AI literacy, understanding media outlet policies, and prioritizing human judgment over automation will separate effective practitioners from those who risk credibility. The tools are here, but the strategic decisions remain human.
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