Artificial Intelligence Redefining Public Relations as African Industry Confronts New Opportunities and Risks.

Artificial Intelligence Redefining Public Relations as African Industry Confronts New Opportunities and Risks.

Phillip Thigo, Special envoy on technology for the republic of Kenya addresses guests during the launch of the State of PR in Africa 2026 Report by Glass House PR in Nairobi.

By Jeff Oyugi 

Nairobi - March 9, 2026

Artificial intelligence is rapidly reshaping the public relations landscape across Africa, offering powerful new tools for communication professionals while raising growing concerns about misinformation, ethics and the safeguarding of reputations in the digital era.

The shift was highlighted during the launch of the State of PR in Africa 2026 Report by Glass House PR in Nairobi, where industry leaders said the growing influence of artificial intelligence is forcing the profession to rethink how it manages information, credibility and public trust.

Addressing participants at the event, Phillip Thigo said the emergence of advanced conversational technologies and AI powered communication platforms is fundamentally altering how organisations communicate and protect their reputations.

Thigo noted that artificial intelligence has become a powerful force in shaping modern communication, presenting both opportunities for innovation and risks that must be carefully managed.

“Artificial intelligence is highly disruptive, particularly at a time when conversational technologies are becoming increasingly accurate and sophisticated,” he said. “The profession is still exploring the full potential of how AI generates intelligence, but also how it can be harnessed to safeguard reputations as the technology continues to evolve.”

According to Thigo, the public relations profession now finds itself at the centre of the conversation about responsible use of artificial intelligence because of its core role in managing information and shaping public narratives.

He cautioned that while AI offers immense benefits for enhancing communication and digital engagement, it also creates new vulnerabilities, particularly in relation to misinformation and the misuse of automatically generated content that can quickly undermine trust.

“In a time when artificial intelligence is influencing nearly every aspect of how we work and communicate, the public relations profession, like many others, is facing new pressures,” Thigo said. “AI is being used to strengthen reputations through digital engagement and online visibility, but there is also the danger of misinformation and manipulated content that can damage credibility.”

He said the increasing influence of AI makes it essential for communication professionals to remain alert to emerging trends and to apply the technology responsibly.

“Like every other sector, the PR industry must understand both the opportunities and the challenges presented by artificial intelligence. The key issue is how professionals leverage these tools to strengthen their work while also contributing to a future of responsible communication,” he added.

The remarks came as new findings revealed that artificial intelligence has already become a central component of the daily work carried out by communications professionals across the continent.

The State of PR in Africa 2026 Report, produced by Glass House PR, brings together insights from 54 agencies operating in 16 African countries, representing between 6,500 and 7,800 professionals working in communications and public relations. The study also features interviews with senior industry figures and survey responses from university students studying communication and public relations.

The research shows that the adoption of artificial intelligence within the profession is widespread and growing rapidly.

According to the report, 81.5 percent of senior PR professionals say they are highly familiar with artificial intelligence tools and regularly incorporate them into their work. More than 90 percent rely on AI powered writing assistants such as ChatGPT and Microsoft Copilot, while more than 80 percent use AI driven design platforms to support the production of visual communication materials.

Content development has experienced the most dramatic changes as a result of AI adoption. About 85.2 percent of respondents say the technology has significantly transformed the way they craft messaging, develop press materials and design campaign content.

Communications professionals are increasingly relying on AI to generate draft content, develop campaign ideas, refine tone and produce digital assets more efficiently. Artificial intelligence is also being widely used to support campaign planning, media monitoring and crisis management, allowing practitioners to analyse vast amounts of online information and respond more quickly to public sentiment.

Despite these benefits, the report indicates that the industry remains cautious about the potential risks associated with artificial intelligence.

Seven out of ten respondents believe the technology poses ethical challenges for the profession, particularly in relation to misinformation, authorship and algorithmic bias. In addition, more than half of the professionals surveyed said changes in algorithms on major digital platforms have affected the reach and performance of communication campaigns over the past year, highlighting the growing dependence on social media distribution channels.

Mary Njoki, Founder and CEO of Glass House PR, speaking during the launch of the State of PR in Africa 2026 Report in Nairobi.

Mary Njoki said the transformation driven by artificial intelligence extends far beyond improvements in productivity.

“Artificial intelligence is not replacing communication professionals. Instead, it is strengthening their capabilities,” she said. “What will distinguish African public relations in this new era is not simply who adopts AI the fastest, but who applies it responsibly, creatively and with strong professional judgment.”

The report also indicates that many professionals believe artificial intelligence will complement rather than replace human expertise.

About 74.1 percent of respondents said AI enhances human creativity and emotional intelligence rather than diminishing it. At the same time, organisations are introducing safeguards to ensure responsible use of the technology.

Nearly half of the organisations surveyed have established mandatory human review processes to examine AI generated content before it is published, while 42.6 percent have adopted transparency policies that guide how artificial intelligence should be disclosed and used in communications.

Beyond artificial intelligence, the study highlights broader changes in the way communication campaigns are designed and delivered.

Digital platforms have transformed public relations from a one way communication model into a more interactive and participatory process. Instead of relying mainly on traditional press releases and media briefings, practitioners are increasingly focusing on building digital communities through short video formats, interactive storytelling and real time audience engagement.

Platforms such as LinkedIn, Instagram, YouTube and TikTok now play a central role in communication campaigns across Africa, while Facebook has seen a gradual decline in its influence compared with previous years.

Trust is increasingly emerging as the most valuable asset for public relations professionals. Rather than focusing solely on traditional metrics such as reach and impressions, practitioners say they are paying greater attention to audience sentiment, engagement quality, direct feedback and organic advocacy when assessing the success of campaigns.

The research also suggests that the next generation of African communications professionals is already deeply familiar with artificial intelligence technologies.

Among the students surveyed, 97.5 percent reported using AI tools to brainstorm ideas, draft press releases and refine the tone of communication materials. However, many also expressed concerns about issues such as authenticity, plagiarism and the dangers of excessive reliance on automated content creation.

Looking ahead, industry professionals expect artificial intelligence to increasingly automate routine tasks such as media tracking, data analysis and performance reporting over the next three to five years. This shift is expected to allow communication experts to devote more time to strategic thinking, storytelling and building relationships with audiences.

There is also optimism that artificial intelligence could help unlock new possibilities for storytelling across Africa’s diverse linguistic and cultural landscapes by enabling more localised communication strategies.

Nevertheless, experts caution that significant challenges remain, including the rise of deepfake technology, potential cultural bias in Western trained AI systems, gaps in data privacy protections and the risk that unequal access to digital tools could widen Africa’s technological divide.

Even with these concerns, industry leaders say the future of public relations on the continent will depend on how effectively professionals blend technological innovation with human understanding.

“Our stories are rooted in culture and community,” Njoki said. “Artificial intelligence must support that reality rather than replace it.”

The State of PR in Africa 2026 Report offers one of the most detailed assessments yet of how artificial intelligence and digital first communication strategies are reshaping the public relations industry across Africa, signalling that the transformation of the sector is already well underway.