5 PR-trends to watch in 2026

1.    Journalists use AI more cautiously

Belgian media currently use the amazing possibilities of AI mainly in the preparation of texts: summaries, transcripts, subtitles, juicy titles, and especially proofreading for spelling errors. It is expected that, by the end of this year, AI will be used for factual short online news articles, freeing up more time and capacity for in-depth, genuine journalism that cannot be replaced by AI.

PR people will need to focus on high-quality storytelling, offering unique opportunities to the press, data-backed insights and strong personal relationships with key journalists.

2.    The rise of journalist-creators

More (specialized) journalists will build their own audiences on platforms like TikTok, YouTube and podcasts. PR teams will need to develop direct, one-on-one relationships with these specific journalist-creators, not just with media outlets.

3.    Real-world brand experiences

As digital noise and AI content increase, in-person experiences will gain value. Strategic live moments,  such as press previews, immersive activations or community events, will create deeper connections, stronger stories and meaningful media coverage.

4.    From SEO to GEO: PR fuels AI search tools

To be found by the target audience using AI tools, media articles are becoming more important as a source. Press articles determine whether you have authority and remain visible. In short: PR directly impacts how an AI model sees your brand.

AI provides answers and recommendations and users develop long-term use and relationship with the tool.The challenge is to fuel the conversation consumers have with AI tools with good content, news and suggestions. A remote 2-step PR approach is needed.

5.    Growing irritation low-quality AI-generated content

AI videos were initially funny and aroused curiosity, but will become more and more irritating if they do not take the next step in image quality. Audiences recognize AI-generated content quickly today, e.g. a series of AI-generated LinkedIn posts from an "expert”. Knowledge sharing platforms like LinkedIn need to reinvent themselves. What if everyone can be an expert online? Where can you still find real, new info, opinions and insights?

This offers opportunities for journalists because they are still seen as credible, genuine specialists. Especially in a world where AI-generated content will be ranked lower by e.g. Google.

In the media, human content will stand out more: real voices and opinions in podcast, longreads, quality media, personal storytelling, authentic experience videos…

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