This latest PRmoment podcast with Grayling's Tom Symondson explores AI integration in public relations.

Tom simplifies the process into 3 themes:

AI Integration and Strategy
Agencies will implement AI by prioritizing internal efficiency and service innovation. Implementation success requires depth over breadth to maximize impact.

Human Augmentation and Risks
AI should serve as an augmentation tool to support experts rather than replacing critical thinking. Teams must guard against efficiency-focused work becoming low quality.

Operationalizing AI Implementation
Agencies should decentralize AI expertise by embedding champions within teams instead of separate hubs. Prioritizing repetitive tasks allows firms to scale high-value client services.

If you want to learn more about how the future of PR will be impacted by AI, don't miss PRmoment's PR Masterclass: AI in PR.

Details

• Introduction and Optimistic Outlook on AI in PR: Ben Smith welcomed Tom Symondson, who co-leads Accordience's AI team, to discuss the impact of AI on the PR agency model.
• Tom Symondson expressed extreme optimism about AI's impact, asserting that core PR skills like relationships, experience, creativity, bravery, and judgment are irreplaceable. They suggested that AI will automate tasks that are not highly valued by clients or consultants, such as general research and formatting of monitoring reports, allowing consultants to focus on high-value analysis and strategic input.
• Emerging Opportunities and UK Investment: Tom Symondson identified that AI will generate new mandates, clients, and revenue streams, particularly around technology-focused businesses, crises, and regulation issues stemming from AI. They expressed optimism about the UK industry's potential benefit from significant investments in large language models (LLMs) by companies like Anthropic and OpenAI in London and the UK. 
• Three Approaches for AI Implementation in PR: Agencies are anticipated to approach AI integration in three primary ways: improving internal efficiency, changing how client work is currently delivered, and creating entirely new tools and service lines that become new revenue streams. 
• The internal efficiency focus involves automating or augmenting repeatable, client-invisible backend functions such as transcribing meetings, building action lists, and reporting processes. Tom Symondson noted that businesses should focus on depth over breadth, selecting one area for the biggest impact before moving on to the next.
• Understanding AI Augmentation: AI augmentation, distinct from replacement, refers to the technology supporting human experts rather than substituting them, particularly because much of the PR industry's work requires nuance. Tom Symondson gave the example of using an enterprise LLM system for new business research, where the tool supports initial framing but does not replace the consultant’s own deep research process. They emphasized that the challenge for agencies is mapping out where this augmentation will have the greatest impact and providing training to take advantage of the tools.
• Obstacles to Successfully Embedding AI: The three main obstacles to integrating AI into an organization are cost, data and readiness risk, and time. Cost arises because enterprise-level access to AI tools is often high, and data readiness requires extensive security and system sign-off. Tom Symondson identified time as the biggest obstacle, as consultants need more time to experiment with different prompts and processes to understand the full range of AI's impact on their work.
• The Risk of Efficiency Over Effectiveness: Ben Smith cautioned that the "race to efficiency" can be a "race to the bottom" if not carefully managed. Tom Symondson agreed, noting the risk that increased automation could lead to less expert consultants if technology performs more research than people. The opportunity lies in using the time saved by AI to allow consultants to specialize further, for example, spending more time networking, attending events, or researching clients.
• The Role of Human Judgment and Criticality: Ben Smith highlighted the necessity of retaining a critical mind because LLMs, while able to generate answers quickly, still produce errors.
• Tom Symondson added that LLMs are excellent with structured data; therefore, agencies must connect their LLMs to accurate data tools, in addition to training colleagues on drafting effective prompts and knowing when to use the technology. They cited the doubling of AI's ability to complete long tasks every seven months, projecting that in 14 months, AI could complete a 40-hour human task.
• Importance of Openness and Ownership in AI Use: Tom Symondson stressed the need for consultants and agencies to use AI appropriately, ensuring it augments and supports work, rather than replacing critical thinking. A crucial element is fostering a culture of transparency where people are open about how they used AI for research, including what worked well, what struggled, and what human work was needed to finalize the product. This transparency ensures that people maintain ownership of the work product, balancing efficiency with quality.
• Innovation and Use Case Clarity: Ben Smith noted increased innovation in PR firms over the last 18 months, which Tom Symondson attributed to the significantly reduced ease and cost of experimentation, allowing someone to build a Minimum Viable Product (MVP) in a weekend. However, Tom Symondson suggested that there might be less innovation this year as the industry moves toward a "substance phase," focusing on embedding existing AI use cases across the organization.
• Creative Quality and the Need for Uniquely Human Work: Tom Symondson identified the risk of "AI slop" or ideas that look and feel similar due to over-reliance on AI-generated content (e.g., AI writing, image, or PowerPoint generation). Great creative agencies will continue to succeed because their ideas are expected to feel "uniquely human" and grounded in culture, emotional intelligence (EQ), and personality.
• Operationalizing AI Implementation Across Agencies: Recognizing that time is a major barrier for busy teams, Tom Symondson emphasized the McKinsey principle that depth is more critical than breadth when implementing AI.
• Identifying and Managing Repetitive Tasks: In the internal productivity bucket, agencies focus on automating repeatable tasks, such as templating monitoring reports from spreadsheets into client emails, which Tom Symondson estimated could number in the thousands.
• Structure for AI Implementation and Expert Teams: The practical implementation of AI is highly decentralized, residing within the agencies themselves. Instead of a separate AI hub, teams have AI champions who are client-facing staff who integrate AI into their normal day jobs. Tom Symondson stressed the importance of having people work on AI who are connected to the day-to-day client work.
• The Opportunity for PR Compared to Other Marcom Sectors: Tom Symondson suggested that because PR is less structured and repeatable than sectors like production or media buying, the impact of AI is different, offering more opportunity for PR. 
• AI will improve PR's ability to measure and articulate the value of its work by making it easier to structure and analyze diverse data sources. The discussion concluded that in the long term, AI will not replace talent, but rather reduce the fee earned from less-valued tasks, while increasing revenue from high-value services that require judgment, advice, and impactful results.