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Artificial intelligence in corporate communications
Artificial intelligence is also changing corporate communications. Companies are asking themselves: Can ChatGPT develop strategies or write texts just as well as PR experts?
Our experience shows that AI is a useful tool, but not a solution for credible, targeted and strategic communication. Journalistic skills, industry knowledge and creativity are particularly important when it comes to challenging topics and text formats such as user reports, white papers, specialist articles and complex press releases. Speed and automation cannot replace quality in these areas.
In our Q&A, we answer the most important questions about the use of AI in PR and show why human expertise remains indispensable for professional communication.
AI can quickly produce simple texts, such as idea sketches, short drafts or translations. However, this is not sufficient for demanding content such as user reports, white papers or specialist articles. These require journalistic experience, strategic thinking and the ability to present complex content from various sources in an understandable way.
AI texts often remain superficial and generic. Texts written by PR professionals with strong writing expertise, on the other hand, are tailored to your company – with a common thread, an appropriate tone, in-depth technical content and clear messages that reach your target groups.
Significant risks include factual errors, missing sources, stylistic inconsistency, or content that does not match the messages intended for specific target groups. This puts companies' credibility at risk, especially when dealing with complex issues and communicating with stakeholders (customers, partners, employees, the media, and trade press in particular).
Experience means identifying trends, knowing editorial teams, understanding target groups and prioritising messages. These factors determine whether communication is effective. However, this is precisely where AI systems fall short. That is why human experience and evaluation are needed.
Texts without clear dramaturgy or creative hooks remain bland. Storytelling makes content worth reading and ensures that messages stick in the memory. People can use this technique deliberately, but AI cannot.
Such texts require briefing calls with customers, the selection of relevant details, embedding in industry trends and a clear line of argumentation. This requires editorial expertise and the ability to draw relevant information from various sources and bring it together – something that AI cannot replace.
We use AI selectively, for example for initial rough drafts, ideas or source research. We do the core work ourselves – checking facts, refining content, developing a story. This allows us to combine efficiency with quality.
AI only delivers results that are as good as the instructions you give it. Good prompts require clarity, structure and experience in dealing with language – we have the necessary expertise. But even then, the results are often only drafts. We provide the editorial quality and strategic adaptation.
We thoroughly revise them, check the content for accuracy, adapt them to communication goals, give them a clear structure and language that suits the target group and the messages. This turns a generic AI text into a professional communication tool.
- Strategy: Development of a communication strategy with target groups and messages
- Experience: Industry knowledge and journalistic craftsmanship
- Creativity: Original approaches and storytelling
- Credibility: Verified, reliable content instead of generic outputs
Whether white papers, specialist articles or press relations: we combine efficiency through modern tools with editorial quality. This results in texts that are not only read, but understood and remembered. With our close media relations, we place your content specifically in the appropriate target media – where it attracts attention and has an impact. Get in touch with us. We will be happy to advise you.