NAIROBI, Kenya. Mar 9 – Artificial intelligence (AI) is rapidly reshaping the public relations industry in Africa, presenting both new opportunities and risks for reputation management, according to Kenya’s Special Envoy on Technology Phillip Thigo.
Speaking during the launch of the State of PR in Africa 2026 Report by Glass House PR in Nairobi, Thigo said the rise of conversational technologies and AI-driven communication tools is forcing the industry to rethink how it safeguards credibility, information and public trust.
“AI is fundamentally disruptive, especially in an era where conversational technologies have become highly precise,” Thigo said, noting that the sector must balance the opportunities offered by artificial intelligence with the risks of misinformation and misuse.
He observed that public relations, which revolves around information and knowledge management, is now at the centre of discussions on responsible AI use.
“In this era where AI is pervasive in how we work and communicate, the field is being challenged,” he said. “People are using artificial intelligence to enhance reputations through online presence and digital engagement, but there is also a challenge around misinformation and AI-generated content that can damage reputations.”
The report shows that artificial intelligence is already deeply embedded in the work of communications professionals across Africa.
The State of PR in Africa 2026 Report, which draws insights from 54 agencies across 16 African countries representing between 6,500 and 7,800 communications professionals, found that 81.5 percent of senior PR practitioners are “very familiar” with AI tools and actively use them in their daily work.
More than 90 percent of respondents rely on AI writing assistants such as ChatGPT and Microsoft Copilot, while over 80 percent use AI-powered design tools.
Content creation has experienced the most significant transformation, with 85.2 percent of respondents saying AI has changed how they develop messaging, press materials and campaign assets. Campaign planning, media monitoring and crisis management are also increasingly supported by AI technologies.
However, the industry remains cautious about the potential risks. Seven in ten respondents believe AI poses ethical threats to public relations, particularly around misinformation, authorship and bias.
Founder and CEO of Glass House PR Mary Njoki said the shift goes beyond efficiency gains.
“AI is not replacing public relations professionals; it is amplifying them,” she said, adding that the key differentiator for African PR will be how responsibly and creatively professionals use the technology.
The report further indicates that 74.1 percent of professionals believe AI enhances rather than replaces human creativity and emotional intelligence. Nearly half of organisations surveyed have introduced mandatory human oversight policies to review AI-generated content before publication, while 42.6 percent have adopted transparency guidelines on AI use.
Beyond artificial intelligence, the research highlights a broader shift in storytelling within the PR industry.
Practitioners say they are moving beyond traditional press releases to build online communities through short-form video, interactive content and real-time engagement. Platforms such as LinkedIn, Instagram, YouTube and TikTok are now dominating campaign strategies.
Trust, the report notes, is becoming the most valuable currency in modern public relations, with professionals increasingly measuring sentiment, engagement quality and audience feedback instead of focusing solely on reach and impressions.
Looking ahead, respondents expect AI to automate routine tasks such as media monitoring and reporting within the next three to five years, allowing professionals to focus more on strategy and relationship-building.
At the same time, concerns remain around deepfakes, cultural bias in Western-trained AI models, data privacy and the risk of widening Africa’s digital divide.
“The future of African PR will belong to professionals who can combine technology with human insight,” Njoki said. “Our stories are deeply cultural and community-driven, and AI must support that reality.”
