Recently, a journalist asked me to share my thoughts on how AI is impacting the agency-client relationship. I think the topic is too important not to address, so I’ve decided to share my full perspective here.
As the founder and CEO of BroadPR, a Public Relations, Communications, and Marketing firm, I’ve seen technology trends come and go. But AI is different. Like the internet or mobile communications, it’s become deeply embedded in the way we work. Here’s how it’s changing things and where I see it heading.
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AI’s Impact on the Agency-Client Relationship
Clients are leaning into AI, especially for content creation. While it’s a fantastic starting point, much of the AI-generated output lacks the nuance and originality that comes from human writers. In fact, editing AI-written content can take longer than starting from scratch if it’s not done thoughtfully. That said, when the inputs are strong — smart prompts, a clear voice, and a sharp editor in the loop — AI can absolutely accelerate our work. It’s about using it as a co-pilot, not an autopilot.
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How the Relationship Has Changed
We’re seeing a flood of content that sounds like AI created it, and often, it was. The challenge now is differentiation. Great agencies are being asked not just to create content but to elevate it. Publications, too, are getting savvier, scanning submissions for signs of AI overuse. They want substance, originality, and genuine expertise — not regurgitated text.
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What the Future Looks Like
The future is promising, but only if we stay intentional. AI isn’t new (we’ve all used Siri, Alexa, or Amazon recommendations), but its workplace applications are exploding. As with any tool, success comes down to how you use it. For agencies and clients alike, the key is alignment. We must set mutual expectations, understand what AI can and can’t do, and ensure human insight remains at the core of all communication. Done right, this partnership can become even more effective and efficient than ever before.
At BroadPR, we’re not just watching this shift. We’re helping to shape it.
Are you curious how your organization can embrace AI without sacrificing authenticity? Let’s talk.