Heather Hughes
SVP, AI & Innovation
June 12, 2025
Every CMO and creative director is gearing up for Cannes with one thing on their minds: artificial intelligence. In the past two years, generative AI has emerged as a game-changer for creative work, especially in public relations, where the art of earned media thrives on innovation and timely storytelling. AI is doing for marketing now what the iPhone did in 2007, ushering in a new era of possibilities. This time, the disruption spans the creative process, from writing press releases to designing immersive visuals.
Why now? The explosion of tools like GPT-4 and DALL·E has brought AI assistance within the reach of every creative professional. Machines can now generate headlines. Draft speeches. Suggest campaign ideas and even produce images on the fly. Already, 86 percent of Google search results include generative elements, and more than 40 percent of U.S. adults 18 to 64 say they use GenAI.
At Ketchum, June is given over to our Festival of Creativity. We’re proud to be pioneers in blending AI with what we call earned creativity: the kind of bold, story-led thinking that gets people talking and media covering, without a heavy paid push. We believe the future of PR lies in this synergy between human creativity and machine intelligence. AI is helping us re-imagine what’s possible in our work: We can uncover deeper insights, dream up more personalized stories, execute ideas faster, and measure impact in ways unimaginable just a few years ago. And we do it while keeping the core of communications, the human touch, front and center.
Opportunity? disruption? Or both?
AI’s impact on PR creativity is both exciting and disruptive. On one hand, AI can be an incredible boon: It can analyze vast data sets in seconds, revealing insights about audiences that fuel more relevant, laser-targeted messaging. It can also generate a wealth of creative options in minutes, for example, producing dozens of taglines or visuals that express a team’s next big idea or perhaps even inspire one.
Where does that leave human creatives? Early adopters report that AI augments human creativity by acting as a tireless brainstorming partner. In fact, 88 percent of communications leaders say AI will boost the speed and efficiency of their work. When used thoughtfully, AI becomes a creative co-pilot, helping teams find the signal in the noise of data and surface bold new concepts.
Ketchum’s view is to embrace AI as a creative catalyst, not to fear AI as a replacement for human imagination. Yes, it challenges us to evolve, learn new tools, and ensure ethical use. But it also frees us from routine tasks and opens up space to experiment. As one Ketchum analyst put it, AI “does not replace but supplements what we do,” enhancing our ability to craft targeted campaigns and evaluate performance more efficiently. The human element remains paramount: empathy, big ideas, and cultural sensitivity. All the while, AI provides fresh superpowers for insight and invention.
AI Optix: Data-Fueled Insights and Optimization
The crown jewel of Ketchum’s innovation in AI is AI Optix. This product is rewiring the ways we analyze, create, and optimize content. AI Optix interprets what’s happening in the LLM world, so our teams can create with data-driven insights. AI Optix gives Ketchum a 360° intelligent view of your brand across the major LLMs. These insights support our earned strategy to drive visibility and reputation in this modern search experience, and that lies right at the heart of PR. AI Optix allows us to sense and respond, continuously listening, creating, and fine-tuning in harmony with the world’s feedback loop.
Leading at the Intersection of AI and earned creativity
For CMOs, CCOs, creative directors and technologists, the message is clear: AI is reshaping the creative landscape of PR. Those who harness it early will gain an edge in relevancy and efficiency. Those who ignore it may find themselves struggling to catch up. At Ketchum, we’re leaning in, investing in AI Optix and other AI tools, evolving our talent, and most importantly, using AI to push the boundaries of creative excellence for our clients.
In this new era, ideas can come from anywhere: a late-night muse from a creative team member, or a clever suggestion from an AI system. What matters is the way we orchestrate all these sources of inspiration into campaigns that move audiences. That’s the art and science of what we do. And that’s why Ketchum is excited to lead the way, standing at the intersection of AI and earned creativity, with a vision as bold as the technology at our fingertips. To learn more about AI Optix or our Smart Newsroom with earned creativity, reach out to [email protected].
