AI versus PR – Friend or foe?
Artificial Intelligence is unavoidably on the rise. Today, it’s not unusual for people to use artificial intelligence as a pocket-based friend and knowledge base on a daily basis. We consult them on facts, opinions, research and everything in between, from recipes for dinner, design inspo for our homes, to shaping our opinions on people, brands and ideas.
Leisurely use of these conversational chatbots is one thing, but for business, the increasing visibility of AI-generated results in internet search terms can mean these bots can be the driver in shaping that all-important first impression or discovery of your company, brand and/ or reputation. Put your PR hat on and you soon realise that AI can be a tool that poses as much of a risk as it could do reward, depending on the nature of the content out there which search results are generated.
Increasingly, in the world of Public Relations, it pays to be aware of the brand reputation AI can generate from your existing online presence and it may be a valuable part of your forward brand reputation strategy. Used effectively, it can gain trust, improve your visibility and put your best foot forward with a great first impression.
On the face of it, the solution seems potentially simple. If AI draws from your existing online presence, all you need to really do is audit yourself online and keep your online presence in check. However, in reality, AI can draw from all sorts of content- everything from Google reviews, employee testimonials, websites, social media content, YouTube and more which can be a significant amount of work to keep in check.
As experts in brand reputation, here at Purple Pitch PR we know brand reputation is two things: visually important (in terms of positive first impression) and secondly, not built overnight. Having an external PR team on board to audit your AI-generated presence, identifying sticking points or gaps where easy gains can be made, can be a great starting point for an ongoing PR strategy, giving us key areas to work on and instant wins to ensure when you are discovered, your audience is seeing your organisation in the best light.
Get your AI presence on your radar in 2026, and speak to our friendly team, who can help you get one step ahead with your brand reputation online. Book a discovery call with the Purple Pitch team here to embrace AI as an on-side tool, rather than technology to be feared!
