Tech meets instinct: the future of comms in 2026

AI is transforming how we plan, create, and measure communications. But the most effective campaigns still come down to one thing: human insight. In this year’s outlook, Berkeley leaders explore the shifting role of PR, from AI-supported creativity to GEO strategies and the renewed need for real emotional connection. One truth stands out: the future belongs to those who combine technology with instinct.

The future of PR isn’t AI-led — it’s human-powered

Paul Stallard, Berkeley Communications Group COO and Managing Director US

The agencies that thrive won’t be AI-led. They’ll be story-first, relationship-driven, led by meaningful strategy and powered by AI in the background. This isn’t an AI bashing prediction, it will be an essential component of every PR and comms team in 2026 but it will lead to efficiencies which allow for creative human thinking rather than driving campaigns themselves. It simply isn’t ready for that in 2026. Ask me again in 2027.

PR and communications will remain a fiercely competitive battleground. Global economic concerns and shrinking budgets will test even the most experienced teams.

For years we heard “content is king.” But after drowning in AI-generated sludge, 500 words of fluff with no feeling, brands are waking up. It’s not about how much you say or how fast you say it. It’s about what matters. That’s where expert consultancy becomes critical.

AI will continue to help with efficiency and support campaigns. But it can’t match the power of human insight, creative thinking, and strategic alignment. Real consultancy helps brands understand their goals, make smarter choices, and tell stories that spark emotion and action. And the best stories? They don’t just entertain. They build movements.

You only need a few people to start a movement. Build a community, and your story can change everything. After years of digital fatigue and automated outreach, people are craving real connection again. In 2026, we’ll see a revival of in-person experiences – events, workshops, and campaigns that prioritise connection over exposure.

So, if you want your message to matter in 2026, don’t just push more content. Double down on consultancy. Build community. And let your story start a movement.

The future of impact lies in AI-powered creativity and human-led storytelling

Nick Head, Managing Director, Berkeley Communications UK

As we look ahead to 2026, the pace of change in technology continues to be both invigorating and empowering. AI isn’t just reshaping how we work, it’s helping us think differently, act faster and deliver smarter, more creative outcomes for our clients. From data to design, AI is adding fuel to the creative process. But its value is only realised when paired with human judgment. And here’s where storytelling comes in. Knowing what makes a good story, every time, is what helps us translate complexity into clarity and ideas into action. A powerful story cuts through noise, earns attention in all the right places, and drives real impact.

At the same time, one thing remains timeless: being human. In a world where automation accelerates, it’s our empathy, insight and relationships that give our work real meaning. Business success in 2026 will depend not just on the tools we use, but on how well we listen, understand and respond to the people we serve. That’s what keeps our consultancy relevant. At Berkeley, showing up as real people, curious, thoughtful, and collaborative isn’t just part of the job, it’s our edge and it’s who we are. It’s how we build trust, have fun, spark creativity, and deliver stories that stick.

Why GEO/GAIO Is Becoming a Strategic Imperative for Communicators

Florian Schafroth, Managing Director at Berkeley Kommunikation

The transformation of the communications industry is in full swing, including in the field of PR.

However, this shift is unfolding differently from what many had expected. Yes, AI is easing PR work – in monitoring, trend analysis, and the creation of draft texts. And we are increasingly seeing AI being used not only operationally but strategically as well. Yet 2025 has also revealed clear limits. One example: those who relied exclusively on AI-generated content were, in some cases, dismissed by editorial teams faster than you can prompt.

The reason: strong storytelling, credibility, and relevance cannot be produced at the push of a button. That’s why 2026 will bring a change in perspective. The focus will shift away from how communicators use AI and towards how they remain visible in an information environment dominated by AI – how they make themselves heard in an unprecedented competition for attention, both among their target audiences and within AI tools like ChatGPT and others.

The contribution that PR, content, and storytelling make to Generative AI Optimization will become more valuable than ever in the coming year. Because only those who convey experience, expertise, authority, and trust – to both their target audiences and AI systems – will continue to be recognized in the future.

Why human brand voices will win in the age of AI noise

Povel Torudd, Managing Director, Berkeley Australia

As the traditional media landscape continues to contract and commoditised AI content floods the feed, brands with substance will need to fight harder to be heard. The winners won’t be the loudest, but the most human.

In a world of synthetic AI noise, authentic brand voices, anchored in real stories and genuine perspective, will cut through. In 2026, smart PR teams will ditch the spray and pray and double down on quality, character-led storytelling that builds trust, not just traffic.