“The biggest opportunity for PR right now is telling authentic stories that aren’t just noise. There’s so much marketing content being generated that’s garbage. Getting out there and telling true, brand-centered stories that connect with audiences—that’s what sets you apart.”

“In the early days of this technology, our focus was on training people to use specific features. But as it became easier to get reasonable results without being a prompt engineering expert, we realized it’s not about the features. It’s about understanding how the nature of work changes — where, in your everyday tasks, the technology plays a role, and where the human still needs to.”

“We’ve started to think about communications as an engineered process. It’s about understanding how AI can augment our ability to identify moments of relevance, craft more precise narratives, and orchestrate interactions with intention. In many ways, we’re comms engineers, designing how influence flows.”

“Creative work used to start with a blank page. Now, it starts with an AI co-pilot that helps you see around corners and get to better ideas, faster. AI is giving us a new way to reverse-engineer influence to understand how and why certain language drives action.”