Artificial intelligence is changing how organizations build brand influence, but it is also creating a false sense of confidence. When a few prompts can generate polished content, it’s easy to assume that building real influence is simpler than it actually is.

But shaping how a brand is perceived, trusted, and talked about still takes coordination and judgment, and AI alone can’t provide that. As AI becomes more embedded in how content is created, organizations need to decide who is driving how it is used. In many cases, communications teams are reacting, not defining it.

AI is increasing output, not differentiation

Communications teams recognize the benefits of AI in their day-to-day work. According to the Public Relations Global Network’s (PRGN) 2026 Global Survey on Brand Influence, nearly half of communications professionals say AI helps them produce content more efficiently, and 39% say it improves how quickly they can respond to market trends. Thirty-one percent report stronger performance analysis capabilities, and 28% cite improved customer engagement.

However, the tradeoffs are becoming harder to ignore. Thirty-two percent of respondents in the PRGN survey say AI is making it more difficult to stand out, and others point to rising concerns about misinformation (30% of respondents) and declining trust (29%). Information overload is now the most frequently cited challenge in building brand influence, ahead of both competition and budget constraints.

Many organizations are still figuring out how to apply AI effectively. The initial focus has often been on output: more content, faster response. That improves efficiency, but it does not drive brand influence.

Influence still requires judgment

As volume increases, so does the need for judgment. Someone has to decide what should be said and whether it aligns with how the brand is perceived. AI can generate content, but it cannot interpret context in the way a communications professional can. Even when content is technically correct, it might not resonate with customers and stakeholders.

There is also a growing misconception about what AI can replace. When leaders see that a few prompts can produce a thought leadership article, it can reinforce the idea that judgment and expertise are no longer central to the work. That couldn’t be further from the truth. The output often lacks nuance and can incorporate messaging that is already in the market, including from competitors, because AI is trained on existing material.

AI is not reducing the role of communications teams. It is making it more central.

AI is being introduced before Communications is involved

In many organizations, AI is introduced through technology or data teams. This creates a gap between how content is produced and how the brand is represented.

We’ve seen this before. When social and digital channels first took hold, they were often built out before communications had a clear role in how they were used. Over time, that made it harder to maintain consistency across channels and touchpoints.

AI is moving along a similar path, but more quickly. Decisions are being made earlier, often before communications is involved, leaving less room to course-correct later.

Communications teams need to define how AI is used from the outset. This includes ensuring that what is produced reflects the broader communications strategy.

Brand control is harder to maintain

AI is also changing how audiences evaluate what they see. As its use becomes more visible, expectations around authenticity are shifting. The PRGN study shows that concerns about credibility are rising alongside adoption. Content is no longer judged only on what it says; it is also judged on whether it feels considered and aligned with the brand behind it.

In many organizations, responsibility for how AI is used is still somewhat murky. Without clear direction, increased output makes it harder to maintain consistency and easier for messaging to drift.

Brand influence has not become less important. It still shapes how organizations build trust and credibility, but it is becoming more complex to manage as AI increases both the volume of communication and the expectations around it.

In many cases, those decisions are already being made. If communications teams are not defining how AI is used, the brand will be shaped without them.