AI in PR and B2B marketing is shifting to focus on function rather than flashy applications, with real value coming from automating repetitive tasks and freeing up teams for higher-impact work.
Leaders must create a clear strategy for using AI, focusing on practicality rather than hype and making their purpose of freeing up human capacity clear. The best marketers in 2026 will use AI to give them more time for human strengths like judgment and creativity.
Behind-the-scenes, AI is improving efficiency in tasks like compiling competitor data, drafting media briefs, and reporting. A documented approach and understanding of AI's purpose will ensure consistency and alignment within teams. AI is meant to support, not replace the work of humans.
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From Flash to Function: How AI Is Powering PR and B2B Marketing Operations
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