Maximizing PR and B2B Marketing Impact with Operational AI

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When AI first came on the scene in PR and B2B marketing, the spotlight was on how showy applications could churn out endless streams of content, power chatbots that promised to run customer service, and generate ad copy in splashy demos.

However, AI in PR and B2B marketing is entering a new phase based on function over flash.

At the 2025 ANA In-House Agency Conference, Inspired Thinking Group's CEO, Andrew Swinand, captured how the conversation around AI has shifted. He explained that real value is coming from operational AI that automates repetitive tasks, speeds up workflows, and frees up teams to focus on higher-impact work.

As a former journalist and current PR strategist, I believe the value in AI is undeniable but too often applied in the wrong places, like chasing quick wins in content production rather than solving real workflow problems.

The real breakthrough with AI isn't generating more copy; it's relieving marketing teams of the repetitive, low-value tasks that eat up their day, therefore giving them more time to focus on strategy and storytelling.

This method of using AI begins with leaning into the less sexy side of it—the tools that power campaigns and operations behind the scenes.

Focus on Practicality, Not Hype

At the ANA event, conversation moved beyond headline-grabbing AI features toward how the technology is quietly becoming the backbone of marketing operations. This shift matters because too many marketing leaders still fall into the trap of treating AI as a replacement for staff or as an all-in-one solution.

In reality, AI is most effective as an augmentation tool that can take over repetitive tasks so teams can spend more energy on strategy, relationships, and creative thinking.

No one is expecting AI to fully run client relationships, but they do seem to be hoping AI can shoulder more creative and strategic load than is realistic. Some teams lean on AI to draft pitches, generate campaign ideas, or assemble press materials, all with minimal human input.

While AI tools can provide a useful starting point, expecting them to replace human judgment or creativity is risky. What AI does best is reduce the burden of repetitive, time-consuming tasks—not make decisions.

The challenge is that the market is saturated with new AI tools, and without a clear strategy, PR and marketing teams can end up adopting platforms that don't integrate or align with critical workflows. Instead of delivering efficiency, this patchwork approach creates more complexity.

The companies seeing success are the ones that start with focus: identifying specific pain points and adopting AI where it directly addresses them. They treat AI as a way to strengthen the work teams are already doing, not as a shortcut to cut staff or generate more noise.

Behind-The-Scenes Efficiency Gains

The greatest benefits of AI in PR and marketing are unfolding behind the scenes.

Tasks that once took teams hours of manual effort compiling background on competitors, scanning news cycles, or tracking industry trends can now be completed in minutes with AI-powered tools that surface practical insights through the noise. These tools don't replace human judgment, but they give strategists a running start.

PR pros are also using AI to draft the first versions of media briefs or campaign outlines. What used to be an arduous exercise that ate up hours can now be handled in minutes, freeing teams to fine-tune strategy and align with business goals.

Reporting has also become more efficient, as communicators rely on AI-driven dashboards to translate raw data into clear insights. Instead of spending days building manual spreadsheets, marketers can now demonstrate impact more quickly and clearly.

Outreach is another area where marketing teams are putting AI to work. Professionals who once spent hours drafting follow-up emails can now use tools that personalize at scale.

When PR pros use these AI tools thoughtfully, they don't replace authentic relationship building but instead support it, helping marketers maintain speed and consistency while still preserving a genuine voice.

These improvements may not sound flashy, but in the aggregate, they save marketing teams hours each week.

Implementing AI Today

For B2B marketers, the pressure to do more with fewer resources has never been greater. That's where AI's operational advantages matter most—but only when teams use them wisely.

To stay on track, marketing leaders need to create an AI playbook for their teams. This playbook should spell out where AI fits into the organization, where it doesn't, and how teams will review its outputs.

Without clear guidelines on using AI, teams can slip into inconsistency, especially in areas like brand voice or customer engagement. A documented approach keeps everyone aligned and reinforces that AI supports the work rather than replaces it.

Leaders also need to make their purpose clear: they are adopting AI to free up human capacity, not cut it.

When teams understand that the goal in using AI is to shift their focus toward strategy, storytelling, and client relationships, they're more likely to embrace the change. People bring judgment, creativity, and empathy that no tool can replace, and AI gives them the time and space to use those strengths more fully.

Looking ahead, the best marketers in 2026 won't be the ones who use AI to make more noise. They'll be the ones who use it to carve out more time for the work only humans can do.