[Editor’s Note: This is the second in a series of 2025 PR predictions.]
As 2025 approaches, it pays to take stock of everything that occurred in 2024 and how it could impact the next year of the PR industry. Some friends in the communications world approached PRNEWS with predictions for the coming year in regards to technology and digital PR.
As legacy social media platforms fragment into new communities for like-minded users, AI becomes more of a routine tool for everyday tasks, and content creation and marketing sees a shift, communicators are reflecting and preparing for any and all changes.
Bradley Akubuiro, Partner, Bully Pulpit International
DEI will not D-I-E as some have suggested, but it will be narrowed. On the flip side, the effort to curb AI bias will hit a turning point, and we will begin to see real breakthroughs in the cultural awareness, sensitivity, and responsibility of LLMs.
Alexandra Bjertnaes, Chief Strategy Officer, Meltwater
Adapt content marketing strategies for the AI era: With Google’s AI summaries and the rise of ChatGPT, traditional content marketing faces new challenges as users increasingly get answers directly from search results and chatbots, reducing website traffic. This shift underscores the need to optimize for AI platforms and focus on creating high-quality, human-generated content that stands out.
Kelly Hudson, VP, Social Media, KWT Global
Social platforms have already been trying to replicate TikTok’s success for years, and with the potential TikTok ban looming, we expect competing platforms to kick this up a notch as they try to appeal to potentially displaced users and creators. For example, Instagram’s new Trial Reels feature seems to be a way to attract creators who want to test the waters with different content types—maybe content that has already been working for them on TikTok. Expect Meta, YouTube and others to continue to roll out new features and monetization options as the TikTok saga progresses.
Julie Karbo, CEO and Founder, Karbo
Platforms such as X (formerly known as Twitter) are losing users and relevance in B2B tech PR as users grow weary of negative content and Elon Musk's influence. Agencies are shifting focus to LinkedIn, YouTube, Instagram, Bluesky and Reddit, where audiences are more engaged.
Aaron Kwittken, CEO & Founder, PRophet
In 2025 I believe we are finally going to see a shift away from obsessing over generative AI, and our newfound fascination will be cognitive AI. This isn’t just a buzzword; it’s revolutionary. Data will no longer be a passive reservoir, but an active force of kinetic energy to inform every decision, from crafting campaign strategies to mitigating risks and predicting stakeholder behaviors. Cognitive AI, unlike generative AI, is like having an active partner and supercharged brain that tirelessly works to make smarter, data-driven decisions using past performance to predict and prescribe future success.
Jeremy Page, EVP, Global Director of Creative, KWT Global
The conversation around AI in communications has moved past the initial wave of fascination and fear. With most PR practitioners now familiar with LLMs, we're entering a more nuanced phase—one that demands serious thinking about sustainable implementation.
Three key challenges emerge:
- First, consistency in practice. While many of us have experimented with AI tools, establishing reliable workflows that maintain quality across teams remains elusive. The difference between good and great results often lies not in the tool itself, but in the sophistication of our prompts and processes.
- Second, workflow integration. The real efficiency gains come not from ad hoc usage, but from thoughtfully embedding AI into our daily operations. This means moving beyond viewing AI as a separate tool, and instead seeing it as an integral part of our creative and strategic process.
- Third, creative experimentation. As text-to-image and video models evolve, we're seeing new possibilities for visual storytelling. The agencies that thrive will be those that balance practical implementation with bold exploration of these emerging capabilities.
The next 12 months won't be about whether to use AI, but how to use it sustainably and strategically. Success will come not to those who use AI the most, but to those who use it most thoughtfully.
Sophie Raine, Managing Director UK, HAVAS RED
Telling AI who’s boss: With regulation lagging, brands will craft their own narratives around responsible AI usage, investing in self-regulation to build trust and maintain relevance.
Nicole Schuman is Managing Editor at PRNEWS.