Tools are changing, expectations are evolving: how can communication and public relations industries reinvent themselves in the face of these new realities? Between the rise of artificial intelligence, the challenges posed by deepfakes, the growing power of independent content creators, and new European regulations like the CSRD, PR professionals find themselves at a decisive turning point. These transformations are not just problems: they also offer unique opportunities to reinvent our practices and redefine our role as trusted mediators.
Through these reflections, I want to explore the major trends that, in my opinion, will mark the future of our sector and shape the contours of a new era for communicators.
The Rise of Deepfakes and the Media Trust Crisis
With the emergence of new artificial intelligence tools, such as OpenAI's recent launch of Sora for the general public, the creation of artificially generated videos and images is now accessible to everyone. These technologies make it possible to manipulate content to make anyone say or do whatever you want. This evolution poses a considerable challenge to journalists, for whom verifying the veracity of images and videos is becoming increasingly complex.
In a media environment where content is picked up and shared at high speed without in-depth verification, deepfakes risk exacerbating the already existing crisis of confidence. In this context, public relations agencies will have an essential role to play, not only by guaranteeing the authenticity of the information disseminated, but also by educating the public on these issues. This will be a real challenge for communicators: protecting credibility in a world saturated with disinformation.
Generative Artificial Intelligence Will Transform the Work of PR
Generative AI has not (yet) reached the level necessary to replace PR agents in complex tasks such as writing press releases, managing so-called "sensitive" or crisis communication, or even preparing spokespeople, with all its emotional, contextual and non-verbal components. And even if that were to happen, that is not the main subject today. What matters is that artificial intelligence is already capable of transforming the daily lives of PR professionals by considerably reducing the time spent on activities such as: research, monitoring and analysis.
Thanks to AI tools, we can now quickly analyze market trends, explore an economic sector in depth or collect data on any company. And this is only the beginning: the capabilities of these technologies will continue to evolve in the years to come. PR professionals must therefore embrace this transformation, as they did during the advent of the Internet. Those who delay in adopting these tools risk losing competitiveness compared to their better-equipped peers.
The Explosion of Podcasters and YouTubers
Podcasters and YouTubers are not a new phenomenon, but their influence continues to grow. We are witnessing a significant shift of audiences from traditional television to social media and video platforms. YouTube, in particular, has established itself as a resilient platform for nearly two decades, still at the center of digital uses.
In France, this trend is further reinforced by a notable phenomenon: journalists are leaving traditional media to embark on their own adventure of podcasting. This pivot testifies to the mutation of media formats and audience expectations, and opens up interesting perspectives for PR professionals wishing to address influencers on these new platforms.
The CSRD: A Coming Revolution in Corporate Communication
The European Corporate Sustainability Reporting Directive (CSRD) marks a major turning point for corporate communication. As of 2025 (publication of reports due in 2026), all large unlisted European companies, as well as non-European companies listed in Europe, will have to comply with strict reporting obligations in terms of sustainability.
In 2026, listed SMEs will also be concerned, with adjustments for smaller structures. These new obligations will put sustainability at the heart of communication strategies, making transparency and social responsibility even more central to the relationship between companies and their stakeholders.
Spatial Computing: The Return of the Metaverse
The metaverse, long criticized, could experience a renaissance with the launch of new devices such as the Apple Vision Pro or the Meta Quest Pro. Other technology players are also positioning themselves in this promising market. These advances open the way to innovative uses, both in professional and consumer industries.
This is a unique opportunity for companies to develop immersive applications and experiences dedicated to this new platform. The metaverse, far from being dead, could well become an essential space for communication and innovation in the years to come.
Data Ethics: An Indispensable Lever for PR
The use of AI for research offers invaluable time savings for PR professionals. However, these tools are still far from infallible. They remain exposed to errors, approximations, or the use of data protected by copyright.
It's essential to double-check the accuracy and copyright status of any AI-generated content before using it, especially in public-facing materials like opinion pieces. In today's climate of heightened scrutiny, public relations agencies that prioritize ethical and meticulous data handling will gain a significant competitive edge.
The changes our sector is going through call for a collective awareness and a reinvention of practices. PR professionals cannot be content to observe these trends; they must actively integrate them to remain relevant in a rapidly transforming media ecosystem.
Faced with increasingly powerful technologies, such as AI or the metaverse, and growing regulatory requirements, such as those imposed by the CSRD, our role is clear: to become the guarantors of ethical, innovative, and value-creating communication.
These developments should be seen as a valuable opportunity, not a threat. They will allow agencies and PR professionals to become key players in a world that increasingly values trust and authenticity.
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