2026 Prediction: An AI reset is coming for PR leaders and media strategy
By Jeffrey Davis, APR, J. Davis Public Relations, LLC and Regional Editor, Capitol Communicator
1. AI acceptance to grow
AI done the right way will become more accepted, much like the way it’s OK to use spell-check and conduct research online vs. the library. Some communicators will continue to dismiss AI after poor results, but that’s because of their weak prompts.
2. More consumers will trust AI responses
Acceptance of answers generated by AI searches will continue in 2026. Sifting through a list of blue links will be seen as old school.
3. Black-hat fight shifts to visibility in AI responses
Demand for SEO tricks and shortcuts will continue, especially among companies chasing fast visibility or attempting to suppress content. In 2026, watch for black-hat SEO teams who will shift their manipulation tactics to AI, trying to influence query results.
4. The self-proclaimed AI gurus will keep trying – and missing
One week they claim it’s Reddit, next it’s a particular wire service. The latest guesses on the magic solution to what AI systems reference will prove unreliable. The solution is to feed the AI machine with credible earned media content. The signals AI trusts.
5. Reporter education takes on new weight
Newsroom cuts will continue to push seasoned journalists into PR and self-published platforms. That leaves early-career reporters and burned-out and overworked veterans to take on the work at traditional outlets. PR pros will work even harder to simplify pitches, offer background information and find the right niche outlets.
