In the latest episode of AI Loves PR, Kim Sample sits down with Michael Brito, Global Head of Data and Intelligence at Zeno Group, to explore how AI is reshaping the PR industry and why communicators are uniquely positioned to lead that transformation.
As a leader in Zeno’s AI adoption efforts, Brito shares how AI is driving what he calls “speed to insight.” Zeno’s teams are uncovering hidden narratives, correlations, and anomalies within massive datasets, leading to faster, more strategic media pivots. “AI helps us peel the onion back,” Brito says, “giving our teams quick insights to adapt their media strategy in real time.”
But the role of PR in AI extends beyond analytics. Brito makes the case that PR professionals should be at the forefront of the AI conversation because they inherently understand brand storytelling and reputation management, which are two areas that AI both empowers and endangers. “PR should be leading the AI charge,” he says. “Our job is to promote the brand, but also to protect it from misinformation and inaccuracies that can emerge from generative AI tools.”
Brito also highlights how AI is democratizing access to insights. Tools that once required technical expertise are now usable across functions, expanding the capacity of teams to act on data-driven intelligence.
As AI grows more sophisticated, Brito believes the opportunity for PR is not just to adopt new tools, but to set a precedent for using them responsibly, creatively, and strategically. This episode offers a sharp, optimistic look at what’s possible when storytellers take the lead in tech.