AI in PR: Stronger Together with Intelligence Teams- FINN Partners

News and Insights

June 19, 2025

In today’s digital landscape, artificial intelligence (AI) and machine learning (ML) are not just reshaping Public Relations and brand communications, they are redefining how strategic decisions are made. AI’s potential is understood by PR professionals, while Intelligence teams (research, data and analytics experts) have been pioneering its use for years to extract meaningful insights and guide brand narratives. Their expertise in navigating complex data ecosystems and interpreting AI-driven signals makes them essential partners in driving smart, data-backed communications and impactful PR strategies.

As brands push to personalise communications, segment audiences with precision and engage meaningfully at scale, the role of Intelligence teams is not optional, it’s fundamental. Successful AI adoption in Public Relations doesn’t happen suddenly; it happens when Intelligence insights and PR expertise collaborate with confidence.

Findings from the State of Data 2025 report from the Interactive Advertising Bureau (IAB) show strong support for generative AI among marketers, with over three-quarters (76%) of agencies, brands and publishers saying AI generally or consistently meets expectations around efficiency, resulting in time, resource and/or cost savings. However, less than half say the same about its role in brand safety monitoring and RFP/contract management, meaning there’s room for improvement, particularly when it comes to more advanced or complex tasks.

This is exactly where Intelligence teams play a fundamental role in understanding audience behaviour, tracking industry trends and providing actionable insights that shape communications strategies. Intelligence teams are familiar with incorporating new technologies and the integration of emerging technologies (like AI and ML) amplifies these teams’ capabilities, paving the way for innovation and effectiveness in PR and communications projects.

Understanding your audience with AI

The emergence of AI-powered tools can help collect and summarise a wide range of data, including social media conversations, omnibus survey data and website traffic to identify key demographics, attributes and interests. Intelligence teams can harness emerging technologies to ensure a profound understanding of brands’ target audiences.

Done effectively, this can allow for the segmentation of audiences into micro-targeted groups based on various factors including demographics, attitudes, traits, behaviours and preferences. Research from GWI has shown that personalised targeting not only helps connection with the audience, it also increases performance, revenue and new customer acquisition.

This data-driven approach by Intelligence teams enables brands to craft personalised messaging strategies that resonate with specific audience segments, improving engagement and brand loyalty. To make the most of what AI can offer, PR professionals are encouraged to partner closely with Intelligence teams, those best equipped to turn data into direction and technology into tangible outcomes.

Moreover, for consumers, there’s a clear desire for human-centric experiences, with 78% of people saying they’re more likely to use a chatbot if they know they can easily switch to a human agent. AI enables real-time audience analysis which, when paired with a more humanised examination of Intelligence teams, can help brands adapt their campaigns based on changing consumer sentiment. For instance, AI-driven chatbots can engage with customers and gather data to refine communication strategies, while Intelligence teams can use this information to adapt to current consumer needs and preferences.

Reputation and crisis management in real time

A brand’s reputation can shift rapidly in the digital age and PR professionals must keep pace with evolving conversations across digital platforms. Intelligence teams, equipped with AI-powered tracking tools, provide real-time updates on brand mentions, executive visibility and competitor strategies.

Their expertise ensures that PR teams not only react swiftly but also proactively to refine campaigns based on live data analysis. In practice, Intelligence teams can also employ effective sentiment analysis to monitor sentiment in real-time, providing insight into public opinion about a brand, its products or services. To stay truly ahead, Public Relations are strongest when they collaborate with Intelligence teams, who bring the tools, analysis and foresight needed to navigate complexity with confidence.

As an example, companies like Johnson & Johnson used sentiment analysis to track vaccine sentiment during COVID-19, allowing for timely, data-backed responses. United Airlines also leveraged social media monitoring tools to assess public sentiment and craft strategic responses to mitigate reputational damage.

Intelligence teams can also use AI to conduct predictive analysis, forecasting potential reputational risks before they escalate. This proactive approach allows organisations to prepare crisis communication strategies in advance, minimising damage.

The power of personalisation in PR

Research shows that brands that personalise experiences can drive 40% more revenue than those that don’t. Intelligence teams’ use of AI-driven personalisation can help brands go beyond simple recommendations, allowing for tailored messaging at scale. Amazon exemplifies this strategy, using AI to analyse customer behaviour, purchase history and browsing habits to create personalised outreach and recommendations.

Beyond e-commerce, AI-powered personalisation can be applied in media relations. Intelligence teams can use AI to identify the most relevant journalists, influencers and media outlets for PR campaigns, ensuring that press releases and brand stories reach the right audience. These powerful personalisation tactics only achieve their full potential when PR teams work hand-in-hand with Intelligence experts to translate raw data into meaningful action.

Real-time monitoring for PR success

With information spreading rapidly across digital platforms, real-time monitoring is essential for PR professionals. Intelligence teams can use AI-powered tools to track mentions of brands and key executives, allowing teams to identify potential PR crises early and respond strategically. By setting up automated alerts and analysis tools, brands can stay ahead of the conversation. An example of this is Gavi, the Vaccine Alliance, which has showcased the effectiveness of real-time monitoring by compiling the good practices and lessons learned from countries implementing the strategy for immunisation campaigns.

Additionally, Intelligence teams can use AI to analyse competitor strategies in real time, providing valuable insights into industry trends, campaign effectiveness and consumer preferences. This intelligence allows PR teams to refine their approaches and maintain a strong brand presence.

Data-backed decision making and measuring ROI

Intelligence teams have evolved beyond traditional reporting roles – they now shape strategic decisions, act as consultants on campaign design and ensure AI tools are applied in the most effective, ethical ways. They have the crucial ability to measure PR effectiveness and have long used AI-driven analytics to track key performance indicators (KPIs) and return on investment (ROI).

For instance, brands like Coca-Cola successfully used big data analytics (tracking social media mentions, sales data and consumer sentiment) to measure the impact of their “Share a Coke” campaign, attributing a +2.5% sales increase to the campaign’s effectiveness. Similarly, Airbnb employs data analytics to optimise pricing strategies and campaign performance.

Intelligence can also use AI-driven insights to allow brands to experiment with A/B testing in PR campaigns, assessing which messaging, visuals and channels resonate best with audiences. This ensures that resources are allocated efficiently, and campaigns return maximum impact.

Ethical considerations in AI-powered PR

While AI offers immense potential, its ethical implications must be carefully managed. Intelligence teams, with their established frameworks for responsible AI use, are essential for ensuring compliance with ethical standards, including data privacy, algorithmic fairness and responsible use of AI, to maintain stakeholders’ trust. Scandals like Facebook’s data-sharing controversy highlight the importance of transparency and responsible data practices. An educated analysis from Intelligence teams must ensure that AI-driven PR strategies align with the brands’ ethical standards to maintain credibility and consumer confidence.

In addition to navigating ethical challenges, it’s important to adopt clear AI governance policies, educate teams on responsible AI use and maintain transparency with consumers about data collection and usage practices, something that Intelligence teams have experience doing.

The future of AI in PR

As AI technology continues to evolve, its role in PR will expand and Intelligence professionals are key to driving smooth implementation of future advancements. These range from AI-powered content creation and voice and visual AI recognition to AI-driven virtual influencers. In fact, the proliferation of generative AI may also lead to a greater focus on human expertise, where Intelligence teams excel in validating and curating AI-generated content.

 The perfect match

The fusion of Intelligence teams and emerging technologies can revolutionise PR, enabling brands to connect with audiences in more meaningful ways. In an era when AI is transforming communications, Intelligence teams are not just helpful; they are essential.

Their expertise ensures that AI is harnessed strategically, ethically and effectively. For PR professionals, partnering with Intelligence teams is no longer optional if they want to stay ahead of the curve. By incorporating the expertise of Intelligence teams, PR professionals gain advantages that enhance audience engagement, crisis management and overall brand success. The collaboration between Public Relations and Intelligence teams is not only valuable for both but is also a perfect match in an increasingly AI driven world.

Learn more about FINN Partners’ Global Intelligence capabilities and expertise or contact us on [email protected].