AI Won't Replace You, But That Person Who Uses It Might

So there I was, doom-scrolling through my feed when I stumbled upon this tech executive's viral post about how AI was coming for everyone's jobs. The comments section was so panicked, you could practically hear people frantically updating their LinkedIn profiles. Classic fear-mongering that makes for great clicks but terrible sleep patterns.

Here's the reality check: AI isn't coming to replace you (unless your entire job is copying and pasting things, in which case... yeah, maybe update that resume). The World Economic Forum says while AI might displace 85 million jobs, it's creating 97 million new ones. That's a net gain of 12 million, for those of you who hate math as much as I do.

AI AND PR: A MATCH MADE IN DIGITAL HEAVEN

Let's be honest, nobody got into communications because they loved building media lists by hand or spending hours making clip books. If you did, I'm genuinely concerned for your childhood experiences.

According to industry research, a whopping 75% of PR professionals are already using AI tools, with most jumping on the ChatGPT bandwagon. Not because we're all tech geniuses, but because we're collectively tired of staring at blank documents, wondering if we've forgotten how to form sentences.

I've found that AI is like that friend who always has an idea when you're brainstorming. Sure, half their ideas are questionable, but they get the conversation flowing. It's perfect for:

• Getting past that horrifying blank page syndrome
• Creating first drafts that don't make you want to change careers
• Researching without falling down three-hour internet rabbit holes

But here's where it gets interesting. AI can help you with the boring stuff so you can focus on what actually matters: creating strategies that don't suck and building relationships that last longer than my attempts at a juice cleanse.

WHERE AI STILL TOTALLY FALLS SHORT

For all its impressive capabilities, AI has about as much real-world experience as a houseplant. It can process information, but doesn't understand context the way we do. It's like that person who memorized the textbook but has never actually done the job.

AI is absolutely terrible at:

1. Building relationships with journalists (tried getting AI to schmooze at a media happy hour lately?)
2. Strategic thinking for unprecedented situations (it needs data, and new market categories don't have that)
3. Creating content that doesn't sound like it was written by... well, AI

Recent consumer research shows 65% of people can spot AI-generated content, and 73% trust it less than human-created content. That's because AI content has all the personality of beige wallpaper in a doctor's waiting room.

And storytelling? Forget about it. AI can arrange facts like furniture at IKEA, but it can't make you feel something. It's missing that crucial human element that connects with audiences on an emotional level—you know, that thing that actually makes people care about what you're saying.

HOW TO USE AI WITHOUT BECOMING A DIGITAL DINOSAUR

Look, the future of PR isn't about avoiding AI—it's about using it strategically so you can shine where humans excel. Here are some ways to do that without losing your soul:

START WITH THE SMALL STUFF

Pick one task you absolutely hate. For me, it was drafting those initial outlines. Let AI handle that first, then apply your expertise.

Create templates for repetitive tasks like press releases or social media posts. Feed them to AI with specific parameters to maintain your brand voice. The more guidance you provide upfront, the better the result.

KNOW YOUR BOUNDARIES

Create an "AI boundaries" document that clearly defines which communications absolutely require human creation versus which can use AI assistance.

For example, your crisis communications should never be left to AI alone (unless your crisis strategy is "make everything worse"). On the other hand, your initial media monitoring summaries? Let the robots handle that.

THE HUMAN ELEMENT ISN'T GOING ANYWHERE

Industry reports show communicators are quickly adopting AI for specific functions: 54% use it for content creation, 41% for data analysis, and 36% for media monitoring.

Notice what's not on that list? Strategic thinking. Relationship building. Creative problem-solving.

That's because the core of what makes communication valuable isn't about processing information—it's about understanding people, creating genuine connections, and telling stories that matter. AI can help you do your job better, but it can't do your job.

THE REAL THREAT ISN'T AI—IT'S COMPLACENCY

Remember that tech exec's warning that had everyone sweating through their business casual? There was truth there, but not in the way most people thought.

AI isn't going to replace communicators. But communicators who know how to use AI effectively might replace those who don't. And if that doesn't motivate you to learn some new skills, I don't know what will.

Let AI do what it does best so you can focus on what you do best. Use it to handle the mind-numbing tasks that fill your days but not your professional passion. Think of it as outsourcing the parts of your job that make you question your career choices, while you focus on the strategic, creative elements that actually require your beautifully complex human brain.

Because until AI can build authentic relationships, understand cultural nuances, or come up with truly creative solutions to unprecedented problems, your job is safe. Just don't be the last person to figure out how to use these tools effectively.

After all, AI won't replace you—but that smugly efficient colleague who's already mastered it just might.