In the inaugural episode of AI Loves PR, Kevin Dulaney, EVP, Global Head of Innovation and Integrated Marketing at SourceCode Communications, unpacks how AI is reshaping the storytelling landscape and why PR is uniquely positioned to lead.
“The biggest opportunity for PR right now is telling authentic stories that aren’t just noise,” Dulaney says. He draws a clear line between the mass of low-quality, generative “AI slop” flooding content channels and the credibility that comes from well-crafted, human-led narratives. “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.”
Dulaney describes his career as one that’s lived “in the brackish area between marketing and innovation,” and argues that AI has finally brought those disciplines together in a meaningful way. He believes PR professionals must now think of themselves as architects of brand memory inside AI systems. “PR is not just about getting coverage: it’s about seeding knowledge into the machines that will shape perception at scale.”
He also underscores a growing tension in the information ecosystem: AI models are trained on what’s out there, which means brands that don’t show up in credible, earned spaces risk becoming invisible to machines, and therefore to audiences. “AI doesn’t distinguish between truth and volume unless we teach it how,” he cautions.
For PR leaders, the call to action is clear: focus on crafting high-integrity content and placing it where both humans and large language models will find it. The future of reputation management, Dulaney argues, starts with making your brand prompt-worthy.