Council Post: Where PR Agencies Are Going In An AI Age: Insights From Over 20 Years In The Industry

Ayelet Noff, CEO y fundadora de SlicedBrand, says AI is forcing PR agencies to rethink where they add value. With more than two decades in public relations, she argues that AI can let brands manage parts of the PR workflow themselves, from identifying journalists to drafting pitches, which increases the amount of execution moving in-house over time. Noff says the traditional “agency advantage”—media lists, storytelling labor, and time-intensive outreach—becomes easier to replicate with tools. She points to Muck Rack’s State of AI in PR 2026 report, where 76% of PR professionals use generative AI, and 74% of those use it for writing and content creation. She concludes that agencies will still matter, but more for strategic counsel drawn from experience rather than routine execution.