First up in Mindful Kreative’s 2026 Trends Draft Class is AI. This year has shown that AI is not just a trend. It is now a permanent part of the communications and PR industry, serving as a tool that professionals can use to sharpen strategies and improve results. AI has become a key player, helping teams work more efficiently while still leaving room for human creativity.
The results of a 2024 Muck Rack study showed that 64% of PR professionals use generative AI, in some form in their work, yet only 1% believe it makes their work worse. That confidence comes with an important caveat. While AI can accelerate content creation, it often falls short when it comes to capturing true brand voice and nuance. Even OpenAI has emphasized that tools like ChatGPT are designed to complement human expertise, not replace it.
Brands like Amazon illustrate this balance by using generative AI to personalize product recommendations and descriptions, while still clearly anchoring the experience in the Amazon brand.
The takeaway is clear. AI is a powerful tool, but without human direction, brands risk being sacked by sameness.
Misinformation is another challenge that means PR professionals need to remain on alert. Deepfakes are a growing concern, increasing from 500,000 in 2023 to an estimated 8 million by the end of 2025. Although 58% of PR professionals see deepfakes as a real threat, only 13% report actual reputational damage.
This shows that while the risk is rising, there is still time to put protective measures in place. Having a crisis communication plan that accounts for potential misinformation will be an important part of staying ahead of these challenges. Brands that are transparent and accurate in their communications will maintain credibility and continue to build trust with their audiences.
AI is here to stay, and it does not need to be seen as a threat. Learning how to leverage AI effectively and use it to complement human creativity can help PR professionals deliver stronger campaigns and more consistent messaging. The teams that embrace AI as part of their playbook are the ones that will see the biggest wins.