In a world where AI can run entire campaigns, is there anything left for human PR pros to do?
Yes—but only if you’re willing to operate in the grey zone. In this solo episode, I break down where AI is taking over comms—and where it can’t.

This isn’t about fighting the machines; it’s about focusing on the work AI won’t touch: high-risk decisions, morally complex stories, and trust-based influence that lives off-script.

👉 Why this matters to you if you work in a small agency or in-house comms? Because the safe, scalable, fast-turnaround work is going to be swallowed by machines. But the nuanced, uncomfortable, high-trust work? That’s yours—if you’re brave enough to own it.

Timecodes:

• (03:12) What the “execution economy” means for comms

• (06:45) Real-world use of tools like Magnus for campaign planning

• (11:08) Why AI fails in high-risk spaces

• (15:00) The hidden edge humans still have over AI

• (20:42) Two tracks of future comms—only one leads to long-term relevance

Guest next week: Jeroen Bos, technologist behind PR.co.