AI is reshaping how communications teams and companies create, distribute and analyse content. Yet as adoption accelerates, there is an underlying trend that could undermine the cost-efficiency benefits delivered from AI technologies; that is, the lack of authentic, diverse and unique content. We are seeing AI being used as a solution when, in fact, it should be used as a tool to help achieve an objective.
Add to this the fact that the conversation around AI in communications is becoming increasingly abstract. What’s missing is a practical discussion on how brands can use AI without losing strategic clarity, cultural relevance or creative differentiation across markets.
This is not to say that there is a question over the future of AI in communications. There is a clear indication that it will permanently transform the PR sector. What needs to happen in 2026, however, is demonstrating how AI can be creatively used to enhance communication strategies and PR activities.
Below, we discuss the key trends that will shape the future of AI in comms over the next 12 months.
How AI bias is shaping global communications narratives
Large language models (LLMs) have a tendency to show a Western bias due to the data and information that is being used to train them. This digital language divide often shows up as subtle bias in LLMs: in framing, grammar, assumptions, tone, and cultural reference points. As more people adopt this way of writing and thinking, it becomes an inherent bias that delivers outcomes from a narrow perspective.
This has direct implications for AI being used in comms. Any strategy or campaign needs to be informed by the cultural values and nuances of the demographics that are to be targeted. On top of this, news outlets and social media channels are used in different ways across the world.
This approach matters even more for international communications. Cultural nuance doesn’t sit neatly in a prompt. Language carries context, history and expectation. Without strategic direction, AI outputs drift toward what sounds correct rather than what works.
Using AI to generate press releases or run campaigns without realising this can have serious implications, impact ROI and even trigger reputational challenges.
Relying on AI to ‘localise’ messaging without human oversight creates a feedback loop. Content reinforces the same worldview, repeats the same assumptions and slowly detaches from how audiences actually think and consume information. Global brands end up broadcasting rather than communicating.
However, there is a role for AI in helping to inform international and local PR campaigns. Asking it to provide a list of cultural considerations or local trends that will impact the effect of a particular campaign is one such way. One can analyse this information and use it to inform a successful campaign.
Language matters more than ever
Technology has simplified how we use language. That simplicity helped scale digital communications, but it also stripped out precision. AI exposes that gap quickly.
Effective prompting requires clarity, intent and linguistic control. It forces communicators to think carefully about what they want to say, who they want to reach and why it matters. In global campaigns, that discipline becomes a competitive advantage.
Translation adds another layer. Direct translation rarely delivers the right result. Meanings shift across markets, and tone carries different weight. AI can support translation workflows, but it cannot replace cultural understanding. Without human expertise, nuance gets lost and risk increases.
This is where international partnerships, local market insight and editorial judgement still matter. They anchor global narratives in local reality.
The commercial impact of AI-driven communications for global brands
As AI tools become standard, differentiation moves upstream. It sits in strategy, narrative development and market understanding. Brands that invest only in production efficiency struggle to stand out. Brands that invest in clarity and cultural intelligence scale more effectively.
This shift affects reputation, trust and growth. AI-generated inaccuracies already circulate widely. Once published, they take on authority fast. Correcting them later costs time, credibility, and confidence, whereas the teams that build in human oversight reduce that risk early.
What comes next?
AI will continue to reshape how communications teams work. It will compress timelines and expand output. It will also raise expectations around accuracy, accountability and cultural awareness.
The opportunity lies in how brands respond. Treat AI as a shortcut, and messaging will blur into the background. Treat it as a strategic tool guided by people who understand markets, language, and audiences, and it becomes a growth enabler.
For international brands navigating complex regions and fast-changing markets, that balance will define success. The technology is ready. The differentiator is how thoughtfully it gets used and who’s guiding it.
More from us:
AI is changing how communications are produced, but it hasn’t changed what makes them work. Strategy still comes first. Cultural understanding still matters. Trust is still earned.
At PHA, we’re an award-winning earned-first integrated communications agency built for this next phase of global communications. We work with brands navigating international growth, emerging technology narratives and complex regulatory environments, where accuracy, nuance and trust directly impact commercial outcomes.
Our international work is delivered through a carefully built partnership network, pairing global oversight with deep local expertise. Recent collaborations, including our work alongside Tang Cultural Media to support technology brand PropellerAds’ expansion into East Asia, reflect how we help clients communicate effectively in markets where AI alone can’t provide the answers.
Whether brands are scaling internationally, navigating emerging technology narratives, or building trust in complex environments, we lead with strategy and deliver integrated campaigns across earned, social, digital and paid — designed to create impact at every stage of the audience journey.
Get in touch at hello@thephagroup.com to start the conversation with our team of communications specialists today.