Deepfakes and a bursting bubble? AI trends that will shape tech PR in 2026

The speed of change in tech PR has never felt so fast – and so uncertain. 2026 already feels like a year from a sci-fi novel. AI and tech products are evolving at a pace barely fathomable, while the news agenda portrays a picture where the doom and gloom hanging over the world feels like a constant and growing menace. Amongst it all, it’s easy to miss the shining stories and tech innovations that are taking place in the sector. 

So, against this backdrop, and with CES taking place in Las Vegas this week, what are some of the AI trends that are likely to shape tech PR in the year ahead? 

•  AI deepfakes: discerning fact from fiction

While telltale signs still exist (for now), distinguishing between what’s real and what’s AI generated online is becoming an increasingly tall order. We’ve seen an influx of AI content and deepfakes swamping the online space and spouting misinformation. A lot of this AI content is now mirroring “the facts on the ground” and filling in the gaps in real-time reporting, making it even harder for investigators and journalists to highlight the real from the fake. 

For PR, the great challenge is presenting the heart of the story. How do you position a brand authentically when content is increasingly becoming less authentic? 

The answers perhaps lie in the next point…

• PR’s rising value and AI measurement

PR’s value will undoubtedly become even stronger in the face of AI and relentless technological change. People are naturally craving human opinions, content and real-world stories as the online world becomes awash with AI-generated content. 

When it comes to using AI for PR processes, how PR firms use AI tools and measure AI visibility will be paramount to the success of campaigns. 

• Will the AI bubble burst?

Concerns around the AI bubble really took hold in the second half of last year, as an MIT study, coupled with comments by OpenAI’s CEO Sam Altman, showed the vast majority of generative AI pilots delivered no measurable ROI. 

Will worries about it popping come to fruition in 2026? Some say if not this year, then it will certainly be next year. Others say that the bubble hype is overhyped. It’s sure to dominate PR discussions in the year ahead. 

As I wrote in my blog on the topic, for AI startups and scaleups, the bubble “reemphasises the need to cast a light on the real value their technology brings to the market, to investors and to society at large.”

• An influx of AI agents and AI hardware

As this blog shows, there’s no question it’s the dominant trend in the tech PR space. In particular, AI agents are set to take off this year, delivering new levels of efficiency but also increasing the need for effective governance and human-in-the-loop processes. 

Integrating AI into hardware and physical products will also be a growing trend this year. We’ve already seen progressive steps made with the success of Meta’s AI glasses last year and we can expect much more of this in 2026. 

• The AI recruitment cycle 

Job vacancies, especially for early career roles, are down while applications are surging. In this environment, an ongoing cycle is emerging between hiring teams and candidates both using AI to try and manage the process, leading to more applications and more ‘AI sifting’ of CVs. As such, in 2026 there is a real opportunity for HR tech brands to develop products that can support challenges in the AI recruitment cycle for both sides. 

To help break the cycle, companies will need to hone their PR messaging to help guide candidates with their job applications. Optimal hiring approaches will use AI to enhance processes where needed but, crucially, champion the next wave of talent, not diminish it. 

Telling you story in 2026

The news agenda can feel quite overwhelming. But amongst it all, there lie golden opportunities for the next generation of tech startups and scaleups to provide groundbreaking solutions for society’s most pressing challenges. How these brands tell their story in 2026 will be key to realising this ambition. 

If you’re interested in learning more about how PR can help your company stand out this year, get in touch with us here.