In the latest episode of AI Loves PR, Kim Sample sits down with Johna Burke, CEO of AMEC, to discuss AI’s growing role in public relations, focusing on the importance of critical thinking and the risks of unchecked automation.
Burke highlights the excitement surrounding iterative testing enabled by generative AI. “Generative AI is about getting basic outputs, then iteratively asking better questions to refine results.” In the past, there was a tendency to settle for content that simply sounded good, without understanding how to make it more meaningful through revision. Now, there’s a growing appetite for testing and improving content to drive better outputs. She sees this shift as an organic upskilling within PR, one that brings the profession closer to marketing’s culture of A/B testing and continuous improvement.
However, Burke expresses caution and a healthy dose of skepticism. While AI streamlines tasks, it risks “suffocating critical thinking,” leading users to overly trust model outputs without sufficient scrutiny. She stresses the importance of maintaining curiosity and critical evaluation to extract genuine human-driven insights from AI-generated data.
On sourcing, Burke points out the need for clear guidelines, proper remuneration, and transparent rights management. Addressing these issues is essential for maintaining credibility and trust in AI-driven PR initiatives. She warns that without ethical sourcing, the value of earned media and the integrity of the profession are at risk.
Burke also brings attention to the environmental impacts of AI, highlighting the tension between rapid AI adoption and sustainability commitments. “AI is a planet destroyer. The energy and natural resources it consumes are not trivial,” she emphasized.
The episode concludes by encouraging PR professionals to embrace AI thoughtfully through long-term planning, transparency in sourcing, and conscientious use of resources.