Why Trust Will Define PR in the Age of AI

As AI reshapes public relations, health promotion practitioners face new risks and opportunities. The path forward is clear: Scale with machines but build trust with people.

Artificial intelligence is no longer at the edges of our work. It now sits at the center of how people find, share and trust health information. Whether you are helping Americans manage chronic disease, encouraging cancer screenings, supporting maternal health, raising awareness about diabetes prevention or promoting healthier aging, AI is already shaping the field.

That reality brings questions. Can people trust what they see and hear when machines generate so much of it? Will our messages get lost in the noise? And what does it mean for us as communicators?

These are real concerns. They are not cause for despair. In fact, they point to the very reason why our profession matters more than ever. AI does not replace us. It adds more tools to our toolbox. The horizon is ours to shape, and it is both challenging and filled with opportunity.