Also speaking at the latest PRmoment UK masterclass series, Nathan McDonald, We Are Social, co-founder and former group CEO, said, "The key thing to think about in your AI journey is proprietary AI tools or at the very least proprietary information, data insights that either you create or have access to, because the more differentiated it is, the more differentiated it's going to be. 

So, training an LLM on your brand client side or agency side is one way of doing this. And an example of that recently is an award winner at Cannes with Lidlize, where they trained a generative AI image with Lidl colours, and consumers could prompt a name of the product and get it generated in brand colours. That is one example of training a system on brand guidelines."

Overall, agencies would need to move from using standalone AI tools to a systemic approach of embedding AI in their workflow. Automation can impact the time-based billing system. McDonal said there is already an agency in the UK that is offering AI and AI+Human payment options.

 McDonald also observed that even as AI saves you time and assists you on tasks that are usually handled by junior professionals, you could see the bottom of the pyramid shrinking in terms of junior job roles. 

At the same time, McDonald said, junior professionals coming into the businesses in the future would be 'super users' and AI natives. They would be overtaking senior professionals very quickly in the use of AI.

Upasna Dash, founder & CEO, Jajabor Brand Consultancy, has a slightly different take on the impact of AI on pricing. She doesn't see AI affecting the pricing structure for deliverables. With AI, billable hours for certain tasks like reporting come down substantially.  A click of apps like Notebook LM can put in place, briefing docs, and Q&As can be swiftly generated from the core data. 

However, Dash feels, "At Jajabor, our focus has always been on outcomes, not overhead. Long before AI entered the picture, we built our approach around impact – we view AI as an accelerant, not a disruptor. It enables our teams to focus more energy on thinking, storytelling and strategy. These are the areas where real brand value is created. What this means for our pricing model is simple – we’re optimising for effect, not effort. Our clients work with us and trust us for the value we create at the intersection of strategy, creativity, and storytelling – not the number of hours it takes to deliver it."

 If agencies can pull it off, the sweet spot in AI is creating proprietary tech tailored for modern PR and comms.

Dash adds, "For us, the priority is two-fold: scaling with quality and iterating with speed. We’re exploring strategic partnerships with AI platforms, investing in internal capabilities, and testing ideas that could evolve into proprietary tech. 

We’re already using AI in areas like prototyping campaign ideas, testing content formats, and building smarter media strategies. The long-term goal is to develop modular, AI-augmented products that can deliver value across industries, not just communication."

This also impacts the kind of talent PR needs now.

Says Dash, "Our projects are more multidisciplinary than ever, so our teams need to reflect that fluidity.

 And as AI tools shift weekly, we look for those who treat change not as a disruption, but as an opportunity to lead. Because what’s true about AI today will change in six weeks and we want people who can navigate that pace with curiosity, not fear."

Jagriti Motwani, founder,  Cha-Chi Communications and Bhagva (a spiritual-tech platform), says, "We see AI as both a gift and a gentle warning. It’s brilliant for fast research, quick ideas, or saving the day when a deadline’s too close for comfort. But let’s not pretend it can do what really matters in PR, think deeply, feel clearly, or tell a story that truly lands.

Honestly, we now spend more time spotting AI-generated fluff than creating it. That says a lot. Because when everyone’s using the same prompts and tools, the only real edge is staying original, and that still takes a human.

We are integrating an AI product that will automate agency processes at all levels and help the teams work better with the client and move faster on content, as AI will learn from past content references, will be able to help them analyse journalists’ tone and content preferences, help understand and decipher trends and technical content, and also give them reminders for deadlines. That way, we stay agile, but grounded. Automated where it makes sense, human where it counts."

Honey Mehra, senior counsellor & leadership team member, One Source, says the firm identifies as a consultancy and has focused on "Piloted AI agents on mundane tasks ranging from administration to finance to reporting, thereby bringing down pricing to better suit client needs, while increasing our profitability at One Source.

 The effort with AI is to consolidate our position in existing revenue streams, as we wait for AI-in-India to consolidate, rather than pilot one too many things early on."