JavaScript is required

  • Press Office

    • Media Relations
    • Press Management
    • Press Release Syndication
    • Thought Leadership
    • Monitoring & Reportage

  • Digital Media

    • Digital PR
    • SEO & Link Building
    • Social Media Coverage
    • Search Visibility
    • Audience Growth

  • VIp & Influencer Relations

    • Influencer Marketing
    • Creator Collaborations
    • Celebrity & VIP Relations
    • Community Building
    • Gifting & Seeding

  • Strategy & Communications

    • Identity & Narrative Strategy
    • Messaging & Story Development
    • Communications Strategy
    • Leadership & Executive Communications
    • Consumer, Cultural, & Trade

  • Events

    • Brand Activations
    • Catwalk Shows
    • Fashion Week Events
    • Press & Influencer Dinners
    • Product Launches

  • Clients & Partners

  • Blog

  • Showroom

  • About

    • Founded by Ash Smith in 2011, Lobby PR started as a small but intuitive upstart agency working directly with fashion founders. 15 years on we've worked across the market from emerging labels, scale retailers, organisations, initiatives, start-ups, and global consumer brand partners. The world changed along the way. PR changed. We changed with it. What hasn't changed is our belief that good PR grows brands and builds businesses. We care about good work that we can stand proudly behind with our clients. Click here for our FAQ

June 26 Briefing | AI

01.06.2026

Last month we were thinking about how people interact with the media – how they read and how search connects it all together.

That got us thinking about AI-search and the topic of the moment – how can brands use AI in PR?

But we thought – actually as PRs, our job isn’t how brands can use it, but how people are using it and how it changes the way they interact with the media.

So we had a whole piece in mind about how AI is changing the way people read and shop. It was about AI-search recommendation, Google's new Universal Cart allowing users to add-to-basket without ever clicking (or even seeing) a brand or retailer's site, how all this is changing behaviour, and the importance of trust and third party validation against that backdrop.

It felt like we were onto something really interesting, but then we read the recent Vogue Business report “How To Sell Now" in partnership with Swap, and realised what we were talking about maybe wasn't that interesting after all. It was the same thing everyone else was probably talking about, because AI is feeding the same group-think consensus to everyone at the same time, and it's all happening at break-neck speed while we're all trying to keep up.

Discovery > validation > signals - culture, taste, surfacing, and fragmented ecosystem in some AI-induced echo chamber obsessed with control centres, tension, engines, optimisation, conversion-gaps and so on and so on... Maybe you know the script already too?

The point we wanted to make wasn’t actually about being an engine, or a system, or a control centre though... it was:

Things change. First the internet, then social, now AI. It exists. We’re thinking about it. At the end of the day, it's about things people can believe in and trust. That's real. Everything PR does builds trust.

We couldn’t help ourselves from checking ChatGPT in case we missed anything really clever or important on this topic, so we asked: “Is PR important in the age of AI?"

Yes - "PR matters more than ever in the age of AI, because when anyone can generate content, the real differentiator is credibility, trust, and cultural relevance". Apparently.

Phew. Not replaced by robots yet.