AI vs. PR Pros: Can Expert Interviews Still Win?

The PR Interview Revolution: How AI is Changing the Game

Are expert interviews with PR professionals still relevant in 2026, or has AI completely taken over? Sarah Chen, head of marketing at a fast-growing Atlanta-based SaaS company, “Innovate Solutions,” faced this very question. Her team needed to boost brand awareness, but the old methods felt stale. Could they afford to ditch human expertise altogether, or was there a smarter way forward? Let’s find out.

Innovate Solutions, located near the bustling intersection of Peachtree and Lenox Roads, had a great product but struggled to break through the noise. Sarah’s team tried the usual: press releases, blog posts, and even a few sponsored webinars. The results were… underwhelming. Engagement was low, and the needle on brand recognition barely moved. She knew they needed something more impactful, something that would resonate with their target audience of small business owners in the Southeast.

That’s when the AI-powered content creation tools started gaining serious traction. Everyone was talking about them. Sarah’s VP of Sales even suggested replacing their entire content team with an AI subscription. “Why pay for human writers when a machine can do it faster and cheaper?” he argued. But Sarah hesitated. She valued the nuance and experience a real person brought to the table, especially when positioning Innovate Solutions as a thought leader. I’ve seen companies go all-in on AI-generated content, and the results are often… bland. It lacks a certain spark.

The problem, as Sarah saw it, wasn’t the lack of content, but the lack of trust. People are bombarded with information daily. They’re skeptical. They want to hear from credible voices, from experts who can offer genuine insights. That’s where expert interviews with PR professionals come in. But how could they make these interviews stand out in a world saturated with AI-generated noise?

One of the biggest shifts I’ve witnessed is the evolution of interview formats. Gone are the days of lengthy, text-heavy Q&As. Today, it’s all about short, engaging video clips, interactive webinars, and even personalized audio snippets. Think TikTok meets thought leadership. It’s about meeting your audience where they are, and that often means mobile.

Sarah decided to experiment. Instead of abandoning human expertise, she decided to augment it with AI. Her plan: to use AI to streamline the interview process, making it more efficient and impactful. First, she identified three key areas where AI could help:

1. Research and Preparation: AI-powered tools can analyze vast amounts of data to identify trending topics, relevant publications, and potential interview subjects. Sarah used Semrush to pinpoint keywords related to small business growth in the Southeast, and then used a natural language processing (NLP) tool to identify PR professionals who were actively discussing these topics online.
2. Interview Execution: Real-time transcription and analysis tools can help interviewers stay on track, identify key insights, and even suggest follow-up questions. Sarah’s team started using a platform called “InterviewAI” (fictional) that provided live sentiment analysis and flagged potential areas of disagreement or controversy.
3. Content Repurposing: AI can automatically generate different content formats from a single interview, such as blog posts, social media updates, and short video clips. This saved Sarah’s team countless hours of manual work.

For their first experiment, Sarah targeted a PR professional named David Miller, who had recently launched a successful campaign for a local bakery in Decatur, GA. David understood the unique challenges faced by small businesses in the Atlanta metro area. He also had a strong social media presence and a knack for storytelling. Sarah’s team used InterviewAI to conduct a 30-minute virtual interview with David. The tool transcribed the conversation in real-time, highlighted key quotes, and even generated a list of potential blog post titles. The results were impressive.

Here’s what nobody tells you: AI is a tool, not a replacement. It can automate tasks, analyze data, and even generate content, but it can’t replace the human element of storytelling. It can’t replicate the empathy and understanding that comes from a real conversation. That requires a skilled interviewer who can ask the right questions and build rapport with their subject.

The interview with David Miller yielded a wealth of content. Sarah’s team used AI to generate a blog post, a series of social media updates, and a short video clip featuring David’s key insights. They published the content on Innovate Solutions’ website and promoted it through their social media channels. The results were significantly better than their previous efforts. Website traffic increased by 30%, social media engagement doubled, and they even generated a few qualified leads. Most importantly, they established Innovate Solutions as a credible voice in the small business community. (I had a client last year who saw similar results after implementing a similar strategy.)

But here’s the kicker: Sarah didn’t just rely on AI to generate content. She also used it to personalize the experience for their audience. They used HubSpot’s personalization features to tailor the content to different segments of their audience. For example, they showed different versions of the video clip to small business owners in different industries. They also used dynamic content to personalize the blog post based on the reader’s location. This level of personalization wouldn’t have been possible without AI.

Of course, there were challenges. One of the biggest was ensuring the accuracy and quality of the AI-generated content. AI is good, but it’s not perfect. It can sometimes make mistakes or generate content that is misleading or inaccurate. Sarah’s team had to carefully review and edit all of the AI-generated content to ensure it met their standards. This required a significant investment of time and resources. But it was worth it. The credibility of their brand was at stake.

Marketing is constantly evolving. According to a recent IAB report, digital advertising spend is projected to reach $600 billion globally by 2027 (IAB). To stand out, you need to be creative and innovative. And that often means embracing new technologies like AI. But you also need to stay true to your values and focus on building trust with your audience.

Another challenge was finding the right PR professionals to interview. Not everyone is comfortable being interviewed, and not everyone has the expertise to offer valuable insights. Sarah’s team spent a lot of time researching and vetting potential interview subjects. They looked for people who had a proven track record of success, a strong social media presence, and a willingness to share their knowledge. They also made sure to compensate their interview subjects fairly for their time and expertise.

It’s tempting to think AI can solve all your problems, but it can’t. I’ve seen companies waste thousands of dollars on AI tools that didn’t deliver results. The key is to use AI strategically, to augment your existing capabilities, not replace them entirely. (We ran into this exact issue at my previous firm.) Consider that actionable insights are key to success.

Sarah’s experiment proved that expert interviews with PR professionals are not only still relevant, but they can be even more effective when combined with AI. By using AI to streamline the interview process, personalize the content, and amplify their reach, Innovate Solutions was able to achieve significant results. The company is now considered a thought leader in the small business community, and their brand awareness has skyrocketed.

The Fulton County Chamber of Commerce even invited Sarah to speak at their annual conference to share her experience. Her presentation, “AI-Powered PR: How to Amplify Your Message and Build Trust,” was a huge success. She shared her insights on how to use AI to identify trending topics, find potential interview subjects, and generate engaging content. She also emphasized the importance of human oversight and the need to ensure the accuracy and quality of the AI-generated content.

So, what’s the future of expert interviews with PR professionals? It’s not about replacing humans with machines. It’s about finding the right balance between human expertise and artificial intelligence. It’s about using AI to augment your capabilities, not replace them. It’s about finding the optimal blend of technology and the human touch to build trust and credibility with your audience. That’s the key to success in today’s crowded marketplace. The 2026 marketing playbook is about blending the best of both worlds.

One thing’s for sure: the role of the PR professional is evolving. They need to be comfortable working with AI tools, analyzing data, and creating personalized content. They also need to be able to build relationships with influencers and thought leaders. It’s a challenging but rewarding profession. And it’s one that is likely to remain in demand for years to come.

What can you learn from Sarah’s story? Don’t fear AI. Embrace it. Experiment with it. Find ways to use it to augment your existing capabilities. But never forget the importance of human expertise and the power of storytelling. That’s the secret to success in the age of AI.

Don’t just automate – personalize. Use AI to understand your audience better and deliver content that truly resonates. Forget generic blasts; focus on hyper-relevant experiences. That’s the future of PR, and it’s happening right now.