In 2025, artificial intelligence has become a powerful ally in the public relations toolkit.
The challenge for PR teams today isn’t whether to use AI, it’s how to use it without losing the human connection that builds trust.
Our team at Mash Strategy has been closely watching the daily developments in AI advancement, knowing that as an extra tool in the toolbox, and properly handled by people who know how to use it, it can be an incredibly effective boost in how we serve clients.
Here’s How AI Can Help Leverage Human Touch in an Organization’s Communications Strategy:
1. Use AI for Efficiency, Not Identity
AI can handle the heavy lifting. It’s a helpful tool for monitoring media mentions, generating first drafts, or crunching audience insights. But your brand’s voice, tone, and values must always come from real people. Left unchecked, AI will completely miss the emotion and tone you need to inject.
Think of AI as the intern who can prepare the work, while your team adds the strategic heart, authenticity and expertise.
2. Keep Storytelling Human-Centered
Data can show what people are talking about, but only humans can tell a story that inspires.
AI may suggest headlines, but it can’t sit across from a journalist, or feel the emotion in a customer’s story. Always filter AI-driven outputs through a human lens.
Ask yourself, does this feel real, relatable, and trustworthy? And do you believe it as an authentic and unique piece?
3. Be Transparent About AI Use
Audiences are savvy. If you’re using AI, own it.
Whether it’s disclosing AI-generated imagery or acknowledging AI-assisted research, transparency builds credibility. Trust is paramount.
You don’t have to be shy to note that AI was part of the workflow that informed a tremendous product you are proud of.
4. Train Teams, Not Just Tools
The best communications agencies aren’t those with the most advanced AI. They're the ones who train their people to use AI responsibly.
Equip your team to ask the right questions: Is this message aligned with our values? Does this story even sound like us? Would our audience believe what we’re saying?
There’s a pervasive myth that AI will replace thousands of people in their jobs, and that only has a small kernel of truth. AI will replace thousands of *tasks*, and the people who fail to respond to that evolution will be replaced. Those that do respond by adapting and mastering AI tools will have a massive leg up and advantage in the marketplace.
As a Prospective Client, This Matters to You
It means your reputation, credibility, and relationships are too valuable to leave entirely in the hands of technology.
As PR professionals at a full service communications agency, the team at Mash Strategy will always ensure your brand stays consistent, and that your story connects emotionally with your audience.
In a crowded media realm, where consumers are quick to call out anything that feels inauthentic, keeping the human touch is the competitive advantage.
So, here’s the bottom line: AI can make PR smarter, faster, and more responsive. But at the end of the day, authenticity will always require human judgment, empathy, and creativity.
The future of PR isn’t man or machine. It’s man with - and empowered by - machine, working together to tell stories that truly connect with audiences.
Want to learn how to integrate AI into your organization’s communications strategy without losing your brand’s voice? The Mash Strategy team is ready help. Book a call today!
