AI learning isn’t just code and models — it’s shaped by the data we create, the content we share, and the conversations we spark. Creativity fuels AI-powered PR.
I’ve always been impatient.
I don’t like waiting. I don’t like long processes. I’ve got a strong creative vision, but I lose interest in the in-between, polishing sentence structures, sitting through endless meetings, or debating which shade of blue works best in a deck. I’ve never had much patience for the space between having an idea and making it real.
This year, AI closed that gap.
It taught me that speed doesn’t have to mean compromise.
Used right, AI makes you sharper, faster, and somehow more creative. Not because it thinks for you, but because it gives you room to think. And I celebrate that!
At SAP Emarsys, my job spans strategy, messaging, research, storytelling, and media prep.
I love the pace, but to be honest the blank Google Doc was starting to get to me. Now, I’ve got tools like CoPilot and Notebook LM to bounce ideas around. I can create a podcast-style briefing, stress-test a research narrative, or rewrite something for clarity, all before 7 A.M.
My team runs three global research projects a year.
AI now helps us turn raw data into something that’s not just accurate, but human. Insightful, accessible, even emotional. What used to take weeks now takes hours. And the work feels better too like there’s finally someone (or something… she? they?) to spar with.
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You feel it in the way we build products, support customers, and plan the future. But in comms, you must stay ahead. AI is changing by the day, and if you’re not learning, you’re losing ground. Not just classroom learning but in real time.
SAP offers brilliant AI learning programs, but I also pick things up from customers, team members, podcasts, social channels, and the occasional midnight rabbit hole, and some wonderful AI influencers like Harriet Meyer.
In short, like most of us it has been trial, error, curiosity, and a bit too much caffeine. And let’s be honest: we’ve all had that worrying feeling that we’re behind. But nobody has it fully figured out.
We’re all learning on the job.
And it’s not just technical. The best use of AI I’ve seen is when it helps tell emotionally engaging stories, ie, turning complicated research into something people feel. That’s what I love most.
AI is smart, but it can also be emotionally intelligent.
The biggest challenge? The personalization gap. In our latest SAP Emarsys research, 60% of consumers say brand messaging still doesn’t feel relevant, and nearly 40% say brands don’t understand them as individuals. That’s exactly where AI can help close the gap if we use it right.
One of the biggest mindset shifts for me came during a session we hosted called:
“How PR & Content Is Training AI.”
We invited Darryl Sparey, founder of Hard Numbers, to explain how search is changing. One stat from their recent research stuck with me:
61% of AI responses are shaped by editorial media.
That means when someone asks a tool like ChatGPT or Copilot about SAP Emarsys, it doesn’t just pull from our website or our ads. It pulls from what’s been written about us – our press coverage, customer stories, YouTube videos, customer reviews, and interviews.
That’s not brand fluff. That’s the source material for AI’s memory.
And, this is a huge deal for PR.
We’re no longer just creating awareness. We’re training the algorithms that shape how customers, prospects – and AI understand our business. Media coverage is now infrastructure. It’s one of the key foundations of how SAP Emarsys shows up in AI search.
What I love is how this shift has pulled the business closer together. Our Demand Gen and SEO teams are already building for “AI visibility” – adapting to things like zero-click results and AI overviews. Meanwhile, my team is doubling down on quality storytelling. The content we create, the way we frame customer success, even the headlines we pitch -have become more important than ever before.
For the first time, PR, marketing, and sales are aligned around one mission:
To shape the story. It’s a big shift. But it’s also a huge opportunity – and the most strategic moment I’ve seen for comms in years.
What I do know is this: the role of PR is changing fast, and AI is part of that shift – not just in how we work, but in how we’re understood. Our job used to be crafting headlines. Now we’re shaping what LLMs believe about our brand. That’s a big responsibility, and it’s only getting bigger.
I could try to predict what’s coming next year for AI-powered PR. But, honestly?
The best part about what’s next is that I haven’t got a clue. But I’m in – and I’m bringing AI with me.
Learn more about how SAP Emarsys empowers Consumer Product brands with AI: https://emarsys.com/consumer-products-engagement-report-2025-us/
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