Artificial intelligence is making content creation easier than ever before; you can generate a press release, statement or social media post with a simple prompt. But should you?
With AI-generated content flooding social media feeds, people want more authentic, human-generated content. And if you’re using AI to create content and not disclosing it, you run the risk of losing your audience’s trust. One study found that 73% of general population respondents said using undisclosed AI in executive messaging reduces their trust. That’s because we have an innate desire to connect and learn from real people sharing real stories.
Take the Olympics, for example. The reason I love the Olympics is because of the incredible stories and authentic moments. The story of Team USA figure skater Alysa Liu, who won gold, and how she was a teenage phenom who dropped out of the sport after the 2022 Olympics and only rejoined two years ago, captured my heart. If I were watching these moments with no awareness of Liu’s background or unique story, her win wouldn’t resonate with me the same way.
To understand why AI can’t replace your public relations strategy, consider how we connect with people and stories in real life. No matter the industry, we can all relate to the struggle to achieve a goal and to the raw emotion when it is achieved.
AI Is Missing The Crucial Human Touch
A leader recently told me how uncomfortable he felt sharing his personal life online. However, he recognized that the most memorable part of conversations with other people is the stories they share about their struggles, families and unexpected career journeys.
AI can create messages in a second and can even tailor them to different audiences, but it doesn’t know what will resonate with your audience. It doesn’t know the audience’s context or the purpose of the communication. Our clients often have unique audiences across their social media platforms. While the purpose of the message may be the same, the people who will receive it must be considered before posting.
The Importance Of Authenticity
Authenticity needs to be a key component in media interviews, internal communication, social media posts and crisis statements. While AI can create content, it can’t add emotion or empathy—two key elements in authentic content.
Companies need to respond to situations with human-centered emotions. At my agency, we pride ourselves on our core values, one of which is that we’re all-in to win together as a team. When I’m communicating news with our team—verbally in a meeting, via email or social media—everyone can hear or read the authentic tone in my voice. Even when I have to present difficult news, they can tell how much I care about the company and the employees.
If I instead used AI to create social media content or my internal communications, it wouldn’t sound authentic, and the resulting damage to employee morale and the company would be a high price to pay for that convenience.
Being Vulnerable Is Key
Challenges, triumphs, tragedy and connection are all part of the human experience—and they’re all things that AI doesn’t fully understand. These passionate moments are what build connection and community.
When crafting content, particularly for social media, don’t be afraid to open up and foster connection. When my son, Alec, was diagnosed with cancer at 17, I shared that news with my social media audience and received overwhelming love and support. Alec is now cancer-free and through sharing the story, people across the country were inspired to donate blood, and we’ve raised tens of thousands of dollars for kids fighting cancer.
The Role Of AI In PR
AI alone can’t replicate human connection, but it can be a useful tool for public relations teams when used correctly. Here’s how I recommend using it:
Idea Generation
Many leaders I speak with tell me they don’t know where to start when it comes to writing, but they have no issue talking. I recommend using AI as a starting point to spark ideas. You can also use it to record thoughts via audio and then turn that into a written message. If you choose to do this, it’s important to carefully review the message and make sure it’s consistent with your voice and unique social media presence. If anyone else could say what you are saying, then it isn’t authentic thought leadership.
Research And Preparation
AI can be a great tool to tap into if you’re preparing for a media interview. With the right prompts and information, you can ask it to provide background information on the outlet or reporters, help generate potential interview questions or to research what others in your industry might be saying on a particular topic to ensure your perspective is unique.
The Bottom Line
AI will continue to advance and improve, but it will never understand the authentic and emotional human life experiences we share. That’s where the human touch comes into play. Use AI as a starting point—sharing the proper context and detail to guide it in the right direction—and review the messaging carefully before implementing it into your work.
In an era when people are questioning authenticity, the human touch is a critical component in a successful PR strategy.
Kristi’s article was originally posted in Forbes on March 25, 2026.