In this episode of AI Loves PR, Aaron Kwittken, founder and CEO of PRophet, lays out both a stark warning and a bold path forward for the PR industry. “We face an existential risk of commoditization,” he says, “if we don’t integrate data and AI into everything we do.” But with that risk, Kwittken argues, comes an extraordinary opportunity: to elevate PR’s value, improve its performance, and future-proof its relevance.
Kwittken frames the shift as a mindset transformation, from reactive storytelling to proactive “communications engineering.” He defines this as a new approach that emphasizes structure, intentionality, and measurable outcomes. “We have to backstop instinct with data and replace guessing with knowing,” he explains. This approach allows communicators to report on what happened and to predict what will work.
He also points to the rapid evolution of SEO into what he calls “generative engine optimization” (GEO) or “answer engine optimization” (AEO). To be surfaced by LLMs and voice assistants, content must be optimized for question-and-answer formats, include multimedia, and be grounded in authority. “We need to engineer our messages for how AI consumes and prioritizes information,” Kwittken advises.
Perhaps most notably, he sees the rise of AI and data-driven tools as a catalyst for business model change. “Clients aren’t asking how many hours we worked. They’re asking: did it work? And how do you know?” He believes PR must begin to price its services based on value and impact, not inputs.
This episode is a call for PR leaders to embrace AI as a framework for doing smarter, faster, and more accountable work.