South Africa, Feb. 11 -- "The rise of AI and its integration into platforms like Google's Gemini is putting publishers under massive strain," said Daniel Blank, EVP and EMEA head of digital innovation at WE. Communications. "Journalists are seeing a decrease in traffic and are stretched thin. What PR organisations feed to media houses has a direct impact on what AI says about a brand, topic, or person."

With traditional coverage harder to secure, PR teams must now ensure messaging reaches audiences through both human reporters and AI-driven channels. "We need to figure out how visible we are in the AI world and consider how to influence that," Blank added.

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