PR 3.0: How AI Intermediaries Are Reshaping Communications and Trust
By
By Elizabeth Edwards
Summary
The article explores the shift to "PR 3.0" in the Intelligence Era, where AI increasingly mediates communication between organizations and their audiences. Through a personal anecdote about the author's mother using ChatGPT to simulate the author's marketing advice, the piece illustrates how AI is becoming an intermediary in relationships and communications. The article argues that PR professionals must adapt by building credible, AI-readable signals and trust-driven content, as AI systems now interpret and reshape brand messages before they reach human audiences.
Source
bskyPR 3.0: How AI Intermediaries Are Reshaping Communications and Trustprsa.orgKey quotes
· 3 pulledMy mom recently told me her AI assistant knows her better than I do.
Now, when she takes a marketing or communication perspective on her shop, she asks the AI what I would say, and it answers as me so confidently she believes it — even when it isn't what I would actually say.
As AI increasingly serves as an intermediary between organizations and their audiences, communicators must focus on building credible, AI-readable signals and trust-driven content.
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