Surprise! Well, not a surprise at all. AI has dominated 2026 PR trends, as five industry experts describe to Ragan Communications. Should you use AI? When? Why? What has AI done to search? How trustworthy is it?
The social media posts I’ve shared this year answer many of these questions, and more. Here are some of the posts, in the likely event you missed seeing them the first time:
Writers, be open about using AI
When disclosing your use of AI — and you absolutely should disclose it — be specific. Trusting News for journalists shares insights into audience perceptions of AI.
Content and copywriters, you need an AI usage policy, says Scott Frothingham. It should tell your clients (1) where you use AI (2) where you don’t (3) why that protects the client’s brand. Check out his examples.
Everyone, be intentional about using AI
“AI can accelerate production, but it cannot replace human discernment.” AI is raising the value of communication’s core skills, says Orla Clancy for IABC Catalyst.
Direct, face-to-face reporting and news gathering is a great way to get to the essence of a story. But you don’t have to choose that approach over using AI. Use them both for what each does best, says Jim Ylisela.
If you aren’t specifying the role you want AI to play, the outcome and tone you want and who you want to engage, you aren’t even scratching the surface of what AI can do for you. IBM’s Anthony Colucci explains.
A comprehensive guide by Gini Dietrich on using ‘visibility engineering’ to make your brand the obvious answer in an AI-shaped world.
AI makes it much easier to understand what people are actually saying in surveys and respond in a way that reflects it, says Mike Prokopeak, reporting on a “learning session” with Integral CEO Ethan McCarty.
Where to avoid AI
Interesting article on thought leadership in the AI world. “Anyone can generate a smart thought at the click of a button. The result, therefore, isn’t bad content – it’s indistinguishable content.”
Don’t lean on AI to write a book. “Every human who has an ambition to write a book has something powerful and unique to say,” Josh Bernoff says. Fixing any problems the manuscript might have means “your book will sound like you and connect with people who care about your ideas… Your AI-generated text won’t connect. And while it can be improved, it will never really sound like you.”
Don’t use AI for the most human parts of writing, like your initial ideas, title, outline and first draft. Josh Bernoff has suggestions.
Ann Handley has lots to say about AI (and I love it)
I have probably shared this before, but it’s too good not to repeat. Ann Handley on “signing” your work, or signalling to the reader that it’s yours, in the age of AI. Which of two books would YOU read, open, treasure?
AI isn’t obsessed with the em dash, says Ann, but she might be. Here’s why she loves the em dash (and so do I). And here’s how ChatGPT apologizes for ruining the em dash.
“Here’s what I’ve seen work—not just for senior folks, but for people at every level navigating the disruption,” Ann says. “Own something that gets better the more you do it. Not a title. Not a tool. Own a capability that compounds—one AI can assist but not originate.”
A reminder from Ann about what AI would delete from great writing. Exhibit A is some legal writing that’s memorable rather than “perfectly serviceable, utterly professional, and completely forgettable.”
AI risks
Global non-profit thinktank The Conference Board says three-quarters of the S&P 500 now flag AI as a material risk in their public disclosures. Reputational and cybersecurity risks top the list of material risks cited.
Can you spot an AI scam? There are a lot more and they’re getting more sophisticated. Here’s a look at safeguarding yourself and avoiding AI fraud, from Neo Financial.
What other helpful, interesting or surprising information have you found about AI? Please share in the comments or drop me a note. Oh, and 100% of this blog post itself was generated by me, the human.
Image by Igor Omilaev on Unsplash.
Related reading
More things people are saying about AI, in links you might have missed
Spotting AI in photos, how to edit AI-generated copy + more
Buzzwords AI loves, the importance of disclosure + more