I think many, if not all, of us who work in the world of communications and PR have asked ourselves these questions in the face of the accelerated advancement of artificial intelligence.
- ¿Will we remain relevant as public relations professionals?
- With platforms like Gemini or ChatGPT, will people stop consuming traditional media?
- What will happen to the power of relationships if messages no longer need human intermediaries?
- How to ensure a brand's reputation continues to be built with purpose and not just prompts?
- If we can all write, design, and automate, what differentiates a great strategy from simply a functional one?
Undoubtedly, all these questions are relevant, and some of the answers remain uncertain as the advent of AI clearly not only transforms tools: it shapes habits, redefines interlocutors, and challenges the role we have historically played as guardians of messages, media, and reputation.
However, a recent article The Economist: “AI is turning the ad business upside down” it made me rethink how public relations will play a revolutionary role in this new era. By 2025, that power map has quietly but forcefully expanded: we now also have to learn to influence language models like ChatGPT, Gemini, or Claude. And that implies, as The Economist rightly puts it, influencing their sources.
Brian Stempeck, CEO of Evertune, says it plainly: “PR is one of the biggest levers you can pull.” Why? Because if large language models are trained and updated with content available on the web—from articles, product sheets, and blogs to PDFs, FAQs, and media publications—then building reputation, visibility, and digital narrative is no longer just for human audiences, it's also for artificial intelligences.
This turn redefines PR as a critical tool not only for appearing but for being cited, recommended, or even replicated by the machines that mediate much of today's knowledge. Useful, in-depth, detailed, and well-positioned content—sometimes boring for humans—can be gold for an LLM. The technical press release that no one reads, the in-depth article with precise data, or even a good product description, can be the new conversational SEO.
And in this scenario, PR becomes more strategic than ever. It's no longer enough to have media coverage; we need to think about which content endures, which is traceable by models, and how we build digital assets that not only inform but also teach artificial intelligence who we are.
Clearly, it is not yet a reality that at GJ Comunicaciones we have all the answers, nor all the necessary tools to influence those who influence. But this article invites us to question ourselves beyond the inevitable doubts posed by the AI era. It challenges us to assume that there are also clear opportunities.
Opportunities that involve rethinking our role, implementing strategies to understand how channels evolve, researching how algorithms consume information, and helping brands build a reputation, purpose, and narrative that also speak the language of the future. Because if the power to influence remains ours, now we must also learn to influence the influencer.
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