The answer is a plain yes. Its true that almost every aspect of our life is been influenced by artificial intelligence. but at the same time it’s the most critical time which requires a PR department in every office , be it a small scale business or a large one. AI has started influencing positively the way companies interact with clients, gather insights on their progress and even crafting messages. But still the human touch  offred by a PR department is indispensable and irreplaceable according to me. Its also true that like any other department PR also requires an upgradation in its skills to go hand in hand with AI. PR is highly recommended to shape the companys narrative  , to ensure proper communication without moving away from its values or goals.

We cant deny the fact that AI can definitley gather tons of information in one go, can analyse customer behaviours, garb marketing trends in a fraction of seconds which is impossible for humans. But these insights need to be interpreted and tailormade according to the needs of  audiences making sure that it resonates with them. Crafting  strategies , managing a brand reputation and nurturing relationships using the data provided by AI can be taken one step ahead than how it was earlier. AI might take a little more longer to underrstand the exact sentimets and emotions of audience and clients, cultural sensitivity etc and that’s exactly why PR is very much needed in this time.

There is nothing wrong in the upcoming era of AI. AI can never be a human nor can a human be an AI tool. AI is invented for the ease of handling things whatever it may be but its never replacement of humans , if it starts to be then its not going to be a good trend. AI can positively transform the business practises but still the customers value their data privacy, ethical considerations  and above all the company has to be responsibly using the AI. This is where a PR department will have  a major role hereon that is to act as a bridge between these stances of the companies and clients , to provide maximum transparency. When this is handled efficiently by the PR team it ensures trust, loyalty and responsible handling of any AI mishaps. Therefore its important to accept AI is a tool and not replacement to humans.