The Trump administration’s newly revealed AI action plan has pushed artificial intelligence from buzzworthy news into the heart of national policy. AI is no longer just a trendy new tool, it’s becoming a defining part of how organizations and institutions are expected to operate and communicate.
As communicators, this moment raises a big question: While viral Large Language Models (LLMs) and automated memes promise quick attention, how do we utilize AI as more than just trend-chasing and ensure it’s truly worth our time and resources? Chasing trends without a deeper strategy still carries real risk, and trending is not the same as winning.
Further, misreading a trend or coming off as inauthentic can bring notoriety for the wrong reasons. The old saying “all press is good press” no longer applies, especially when social media backlash and plummeting stock prices can unfold in minutes. Several high profile PR missteps, including failed campaigns that mishandled AI and, more recently, a revoked Cannes Lions award, prove that point.
When Beyoncé launched Renaissance in 2022, she didn’t chase trends, she set the tone for the culture. Her vision was never about catching a wave, it was about building one. For PR pros grappling with AI dominating strategy and boardroom agendas, she’s a great reminder: The strongest campaigns are not built on the excitement of the present moment. They are built on clear purpose and the courage to create what comes next.
Leading with Purpose: Don’t Let Trends Drive Your Strategy
Every year brings a new bandwagon. In 2021 it was NFTs. Then, the Metaverse. Now, everyone wants a piece of artificial intelligence. Communicators and agencies are quick to slap “AI-powered” on products, campaigns and pitches, just as they did with those past fads. But most of those hyped technologies came and went.
Communicators all know how tempting it is to run after whatever’s viral. But chasing short-term buzz doesn’t guarantee long-term impact. Take the infamous Pepsi protest ad in 2017—an attempt to ride the social activism trend that ended in backlash and retreat. Or DiGiorno’s #WhyIStayed blunder, a moment where jumping into a sensitive cultural moment without context led to apologies, not goodwill. A poorly timed or hastily thought-out campaign can damage trust faster than any viral hit can build it.
The latest rush into AI shows history repeats itself. While the AI trend is positioned to have more staying power in present and future comms strategy, new research from Apple found that while today’s AI tools are impressive, they have clear limitations. Complex reasoning and reliability often collapse under too much pressure from Large Reasoning Models (LRMs), no matter how flashy the tech may seem. For communicators, the lesson is clear: Stress-test any new tool before putting your client’s reputation behind it.
The Kendrick vs. Drake Lesson: Authentic Storytelling Wins
Pop culture has its own lessons for communicators in trend chasing versus value building. Drake’s career has long been about catching whatever’s hot: genre shifts, rapid-fire releases, accents, memeable moments. It kept him at the top for nearly a decade, but often at the expense of depth.
Kendrick Lamar, by contrast, is selective. He chooses his moments, shapes his message and trusts his craft. Their recent feud put this stark contrast front and center. While Drake was busy instigating the beef early by dominating headlines and literally leveraging the AI trend to hype up his diss tracks, Kendrick focused on storytelling, substance and strategic surprise. The public took notice. Kendrick’s authenticity and smart timing helped him win the battle, despite being the dark horse competitor.
Drake’s predictable response to take back the reins? He is rushing out another album, "Iceman," just four months after his last album, "$$$4U," which received mixed reviews. Online, the internet is already calling it “one of the worst times in human history to drop an album called Iceman,” given how tense things are globally and the choice of wording in congruence with ICE raids. Rather than building real anticipation, he’s gambling what’s left of his brand’s reputation with more memes, cash grabs and tone deaf timing.
Gen Z: Meet Them Where They Are, Not Where You Assume
One of the biggest trendy mistakes in campaign planning is misunderstanding Gen Z’s habits. There’s an ongoing narrative that Gen Z lives entirely online and only gets information exclusively from TikTok, Instagram and social media platforms. But the reality is more nuanced. Yes, social media is a core part of their lives, but Gen Z still consumes traditional media, especially TV content. In fact, studies show more than half of adult Gen Zers watch more TV content than non-TV content, often streaming it or engaging through content creators and platforms that trickle down traditional news and entertainment.
Too often, PR pros are heard saying Gen Z is unreachable through anything but digital channels. That’s not true. They consume stories across formats, filter information through their networks and bring their own expectations for authenticity and social responsibility. The lesson for communicators: Don’t put Gen Z in a box. Think multi-channel and bring real stories and values. Missing that complexity can mean missing the mark entirely.
Build Value by Choosing Trends That Fit Your Client’s Mission
Value building doesn’t mean ignoring trends: it means knowing which ones align with your client’s mission and when to lead rather than follow. During my work with The Robert Wood Johnson Foundation and the "From Hope to Home" documentary, we didn’t chase whatever was trending. Instead, we focused on stories of real families confronting the U.S. housing crisis, timed the campaign’s launch during National Fair Housing Month, and partnered with Upworthy, an aligned news organization, to share those stories with a wider audience. Because the campaign was built on substance, the press and buzz we earned had meaning and longevity.
The same thinking applies when integrating trending technologies like AI in your communications campaign. As American computer scientist Jaron Lanier puts it: AI should be a tool for human collaboration, not a replacement for creativity or purpose. It’s not about making AI the centerpiece of your campaign, but about finding where it can genuinely add value, support your message, or help your team work smarter. If a trend doesn’t fit your client’s values, skip it. Authenticity and practicality always win out over novelty alone.
Next Steps: Guide Clients Toward Substance Over Hype
Here’s advice for anyone guiding clients today:
- Do not chase trends just to look relevant. Every tactic should support your client’s bigger story. Was that national metaverse activation you pushed out the door in 2022 really worth it?
- Remember: not all press is good press. Short term buzz that lacks substance can cost your brand’s reputation.
- Use new tools (like AI) to strengthen your strategy, not replace your value. Hype fades. Real problem solving lasts.
- Respect Gen Z’s media habits. They are everywhere, soaking up both new and traditional media, but expect you to meet them with substance and authenticity.
- Focus on quality and originality. Stand for something, and people will stand with you—across platforms.
Catching a trend feels urgent. Building something that lasts takes patience and purpose. As communicators, whether you are weighing AI, a new meme or the next platform, lasting brands and strong campaigns are rooted in clarity, consistency and meaning. The speed of media is only getting faster, but the work that matters will always be about slowing down, telling the right story and making each moment count.
Omari T. Evans is the Vice President of Communications at Spero Studio.