Human Authenticity and Relationships Beat Generic Content
Artificial intelligence is transforming the world of communication at a pace that sometimes takes our breath away. Automated texts, chatbots, AI-driven research – all of this has already become part of everyday work. At the same time, one critical question arises: How do you, as a PR professional, ensure that brands, companies, products, ideas, and innovations remain visible when AI filters and sorts content?
This is where AI visibility comes into play. AI-driven search engines prioritize content created by real people with genuine experience and expertise. That’s why, at the end of the day, it’s your relationships, your voice, and your credibility that count. It’s not abstract companies or faceless brands that should appear in the media, but authentic human representatives.
Public Relations Has Always Been People Relations
This is nothing new: PR has never been just “public relations.” PR has always been about relationships. Today, in times of AI, this truth is more relevant than ever.
In the past, it may have been more about reach and visibility. Today, it’s clear: without genuine relationships, you’ll get lost in the flood of AI-generated content.
Take LinkedIn posts, for example: you can immediately tell whether someone is writing with a real point of view – or whether it’s a generic machine-produced text. People interact with people, not with machines.
Press Relations Are People Relations Too
AI is great at handling routine tasks: data analysis, monitoring, drafting first versions of texts. And yes, it saves an incredible amount of time when AI pre-sorts relevant studies for your article.
But – and this is a big but – empathy, trust, and genuine relationship-building cannot be automated. Journalists, for instance, are increasingly bombarded with automated press releases and AI-generated pitches. Understandably, they push back. What remains? Your personal relationship.
Especially in dealing with journalists, personal connections are key. They don’t expect automated standard pitches – they want relevant, honest, and tailored outreach. Those who rely solely on AI lose trust rather than build it. Direct conversations, carefully chosen background information, or an exclusive offer create real added value – and that’s exactly what builds lasting relationships.
Example: Instead of spamming journalists with generic press releases, pick up the phone, refer to your last conversation or their current coverage, and offer exclusive insights or access to your thought leaders. That builds trust – something no AI can deliver.
Human Thought Leaders as the Key to AI Visibility
ChatGPT, Gemini, Perplexity, and other systems evaluate content (similar to traditional search engines, though with slightly different weightings) based on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. These are core tasks for PR professionals and content creators.
For you as a communicator, this means:
- Experience: First-hand insights matter. Share your personal experiences, not just sterile facts. Phrases like “In my experience …” make your voice credible.
- Expertise & Authority: Position yourself through thought leadership – expert articles, interviews, conference keynotes.
- Trust: Give your brand a human face and an authentic voice.
Or put simply: AI loves it when real people speak on behalf of brands and companies.
A real-life example: A tech company I worked with supplemented press releases by having the CEO post regularly on LinkedIn about his day-to-day experiences. He was authentic, blending expertise with opinion. The result: lively discussions, significantly higher reach, and more media inquiries – simply because it was human and sparked conversation.
Standing Out From the AI-Generated Mass With Authenticity
AI is a fantastic support system. It can help you identify topics faster, draft initial text versions, or determine the best timing for posts. But it should never take the lead.
Humans are the decision-makers, AI is just the tool.
If you let AI draft a press release, rework it so that your personal tone and perspective shine through. Only then does authenticity emerge.
Beyond that: Use AI to offload repetitive tasks, and invest your energy in real conversations, networks, and thought-leadership platforms. That’s where differentiation happens.
Outlook: The Future of Communication
The “relations” in public relations have never been more important. AI will undoubtedly become standard in communication work. But the more AI supports us, the more valuable what only we can do becomes – building real relationships, listening, showing empathy, and taking a stand.
In the future, it won’t be the loudest brand that wins, but the one that communicates most authentically and most human.
Conclusion
In a world full of AI-generated content, relationships and authenticity remain your strongest capital. Thought leadership in relevant media and on key stages ensures visibility – including in AI-driven searches.
👉 My question for you: How are you using AI in your communication – and where do you deliberately draw the line?
