Like many organizations, and I suspect many of you, PRA Communications has been exploring how artificial intelligence can support the work we do. Throughout that process, we’ve been guided by a single priority: providing our clients with better, faster, and more insightful communications strategy and execution.
AI is already changing the communications landscape, and we expect the next several years to bring an unprecedented pace of innovation, opportunity, and risk. In that environment, our team made a conscious decision to value outcomes over speed. As miners know better than anyone, a planful, deliberate approach is what minimizes risk and maximizes upside.
Today, I’m pleased to share where we’ve landed. We now have a core set of AI tools and approaches that have proven themselves internally, and we’re ready to begin weaving them into our workflows. We’ll be discussing these in more detail with you in the weeks ahead.
So what can you expect from us in 2026? At a minimum:
- Faster content and creative development from first drafts through final products
- Enhanced analytics and insight capabilities, including understanding how well your messages are being interpreted and shared by popular AI tools like ChatGPT
- More comprehensive industry and trend monitoring, with the ability to spot emerging opportunities and risks sooner
- More real-time measurement and analysis and the ability to make immediate strategic pivots
- …and more
As these tools continue to evolve, we see even greater opportunities to expand our services in ways that help you communicate more effectively, more quickly, and with deeper insight.
What won’t change is our commitment to confidentiality, ethical practice, and working in true partnership with clients. Our AI philosophy is grounded in five core principles:
- We collaborate with AI, we don’t outsource to it.
- The people of PRA always review, approve, and make final decisions.
- We never share sensitive or proprietary client information.
- We’re transparent with clients about how and when we use AI.
- We continually learn, experiment, and improve our capabilities.
As a next step, we’ll be reaching out in late 2025 and early 2026 for one-on-one conversations to share more details and hear your perspectives. In the meantime, I welcome any feedback, ideas, questions, or concerns — anytime: mmacmillan@pracommunications.com.
