3 brilliant AI PR tools for your campaigns

For PR professionals, the shift to embracing AI isn’t about replacing roles or removing the need for strategic communications. Quite the opposite.

The right AI tools remove time-consuming manual tasks and add new layers of insight, freeing up PR teams to focus on creativity, storytelling, and campaign delivery.

But what are the AI tools that really make a difference? Here are three AI tools from the PR ecosystem that we actively use, and why they’ve become invaluable.

1. Analysing generative search: Peec AI

Search behaviour is changing fast. While traditional SEO still matters, it no longer tells the full story. Increasingly, people are turning to AI-powered tools such as ChatGPT, Claude and other LLMs to research brands, products and industries. This is a trend only set to accelerate.

Step in Peec AI, which is built specifically to help marketing and PR teams understand how brands are represented in these generative search environments. Rather than focusing solely on keywords and rankings, it provides insight into how AI systems actually describe and position your organisation.

With Peec, we can track the prompts where our clients appear, the tone and language used to represent the brand, and how this compares with key competitors.

This intelligence is vital. If AI tools are becoming a key discovery channel, brands need confidence that they are being portrayed accurately and consistently. For PR teams, these insights inform content strategies, media outreach and thought leadership, helping to shape the underlying sources that AI models rely on.

2. Testing and refining messaging: Anyword

One of the biggest challenges marketing teams face is knowing which message will resonate most with a specific audience. Traditionally, this involved lengthy brainstorming sessions and persona development workshops.

Anyword changes this. Its AI can generate detailed audience personas – including motivations and pain points – and then predict which content variations are likely to perform best.

What does this mean for PR teams? It means we have data-led confidence when building content. Instead of spending hours debating which angle to lead with, teams can use Anyword’s insights as a starting point, and then apply human logic and brand understanding to refine the final output.

3. Transcribing and capturing insights: Otter.ai

Anyone who has worked in PR long enough will remember the hours spent transcribing interviews, briefings, and calls. I sure do. Listening, pausing, rewinding (often multiple times) just to capture a clean set of notes.

Otter.ai removes that burden, and its new AI capabilities enhance its usefulness further. It transcribes calls and interviews in real time, automatically creating structured outlines and highlighting key insights. For PR teams, the benefits are immediate. We have more accurate records of interviews and meetings, and faster turnaround on press materials and reports. 

Importantly, the time reaped back results in more time for creativity and content creation.

Why PR matters more than ever in an AI world

As AI-generated content becomes more widespread, authenticity and credibility are what make brands stand out.

That’s why PR has become even more important. When people are making business decisions, they look to respected and trustworthy sources. Third-party endorsement (from journalists, analysts, or industry publications) provides much-needed integrity.

Strong relationships between PR professionals and journalists remain central to securing that coverage. AI tools simply support the process, handling the heavy lifting in the background. Therefore, used thoughtfully, AI doesn’t replace PR. It enhances it – giving us more time to do what we do best.

Want to learn more about how AI-enhanced PR can support your brand? Get in touch today.