An AI executive at the Associated Press recently said that resisting AI in the newsroom is “futile.”
That word stuck with me.
Because if you work in PR, communications, journalism, or really any field built on ideas and storytelling, “futile” can feel… unsettling.
There’s a natural instinct to push back.
To protect the craft.
To worry that speed and scale will come at the expense of originality and voice.
And those concerns aren’t unfounded.
But at the same time, the pace of change is impossible to ignore. AI is already shaping how content is drafted, edited, and distributed – and expectations around speed and volume are only increasing.
So maybe the question isn’t whether to resist or embrace AI.
Maybe it’s how to use it well.
In my experience, AI can be incredibly useful for getting from a blank page to a starting point – helping structure complex ideas, pressure-test messaging, or accelerate early drafts.
But the parts that matter most? Those haven’t changed.
🎯 Judgment
🎙️ Tone
✍️ Knowing what should be said – and what shouldn’t
👥 Understanding the audience on the other side of the message
AI can generate words.
But it can’t replace perspective.
If anything, this moment is raising the bar for communicators. Not lowering it.
Because when everyone has access to the same tools, the differentiator becomes how thoughtfully you use them.
Curious how others are thinking about this – where are you finding AI most helpful, and where do you still rely entirely on your own instincts?
And while you’re at it: Can you detect how I might have used AI for this musing? 😉
Devine + Partners is a Philadelphia public relations agency . We offer a full range of communications services – from message and content development and media relations to issues management and employee and community engagement.
