According to Inc, 75% of publicists now use generative AI for everything from brainstorming to drafting pitches, but only 38% have formal AI policies in place. Agencies like Haymaker Group and Dreamday are developing custom AI tools trained on their best pitches and case studies. Meanwhile, Muck Rack’s new Generative Pulse product tracks how press coverage impacts AI search results. Substack has become a top priority, with Dreamday landing over 150 press hits there in 2025. The industry is also seeing a press release resurgence as AI models need reliable “sources of truth,” and crisis planning is becoming essential with the 2026 midterm elections approaching.
AI Goes Custom
Here’s the thing about AI in PR right now – everyone’s using it, but hardly anyone has a real strategy. That’s changing fast. Agencies aren’t just using ChatGPT anymore; they’re building their own specialized tools. Dreamday’s creating custom GPTs trained on their best work, while Haymaker Group is developing proprietary AI for time-intensive tasks. Basically, the smart players realize that generic AI won’t cut it – you need tools that understand your specific voice and approach. The goal? Free up human brainpower for what actually matters: relationships and creative thinking. Which, let’s be honest, is what PR was always supposed to be about anyway.
The GEO Game Changes Everything
For the first time ever, PR is becoming truly measurable. Tools like Generative Pulse let agencies track which articles AI models actually pull from. That’s huge. PR has always struggled with proving ROI, but now there’s a concrete metric that even skeptical executives can understand. Think about it – when someone asks ChatGPT about your company, where does that information come from? Suddenly, getting quoted in the right places isn’t just about prestige; it’s about becoming the default source for AI systems. That changes the entire value proposition of media relations.
Substack Rises, Press Releases Return
Remember when everyone declared press releases dead? Well, AI killed them and brought them back to life. Now that large language models need reliable “sources of truth,” press releases are becoming essential again. They’re the foundation that AI systems build upon. And Substack? It’s gone from nice-to-have to must-have territory. These niche newsletters might have smaller audiences, but they command insane trust levels. I mean, when was the last time you blindly trusted a recommendation from a major publication versus that one Substack writer you’ve been following for years? Exactly.
Politics and Crisis Planning
With midterm elections coming, 2026 is shaping up to be politically charged. Companies can’t afford to sit on the sidelines anymore. But here’s the interesting part – taking a stand actually works. Winx Health saw both revenue and engagement explode after getting political for the first time. The calculus has changed: what turns some people away might attract even more who share your values. But you can’t just wing it. Having a crisis plan isn’t optional anymore – it’s survival. Because in today’s polarized environment, any company could suddenly find itself in the crosshairs.
