In 2026, AI finally gets smart. The PR industry is moving past frantic adoption toward strategic application. Armed with hard evidence from early testers, comms leaders are now building high-level strategies that prove – rather than promise – AI’s tangible value.
Here are six key shifts shaping the industry in 2026:
1. The end of siloed corporate communications
Corporate communications has so often sat apart from brand and marketing, focused on investors, media and internal audiences, while others handled customers and campaigns. That separation doesn’t work in an era of increasing global socio-economic instability where regulation, politics, employee expectations and customer scrutiny overlap in almost every decision.
This overlap means the end of silos and 2026 will be the year corporate communications takes the strategic lead for the whole communications mix, not by grabbing territory but because boards will need a single view of reputation, risk and opportunity across every channel.
2. From volume to proof
Information discovery is changing. Search results are condensing into direct answers and social feeds prioritise
interest over follower counts. Volume no longer drives influence. Audiences and algorithms alike are scanning for
signals of Experience, Expertise, Authority and Trust (E-E-A-T).
This shift means a move away from ‘always on’ to
‘always proven’ strategies. Here, a credible third-party voice or an evidence-based whitepaper carries more weight
than a thousand automated blog posts.
3. The room where it matters
It would be easy to assume that all of this means more time spent online, but the reality is more complicated. As digital feeds become more crowded and content feels increasingly synthetic, we are seeing a quiet resurgence of the tangible. Gen Z, despite being digital natives, are leading a migration toward the un-hackable: independent bookshops, niche print publications, and high-stakes ‘real life’ experiences.
Brands should look for opportunities to tap into this. Think physical media, intimate events, and even content designed to stay on WhatsApp rather than feed the firehose. In short, the opportunity is to create lived moments that feel specific rather than generic. For PR teams, this is familiar territory and a return to our roots. A strong piece of print has always anchored a wider story, and a well-run event can deepen relationships.
4. The humanity premium
As automated content increases, so does the demand for work that clearly comes from real people. Audiences are getting quicker at spotting what feels generic, cautious or machine-written. They reward personality, lived experience and a clear point of view.
Tangerine calls this a humanity premium, being recognisably human in how you speak, write and show up. In 2026, that will be felt across the PR industry. Simple, ongoing video from leaders and employees, honest commentary from experts and serialised storytelling with a consistent voice will cut through more than one-off, over-polished statements.
5. Independents will thrive
All of this has implications for how agencies are set up. Clients need partners who can handle complexity, understand both business and media, and are comfortable saying “this is what you should do” rather than simply presenting options.
Independent agencies are in a strong position as they can organise around client problems rather than global processes, give senior people real responsibility and create space for specialists to grow across disciplines. They can also make quick decisions, whether on new technology or backing a bold idea.
In a market where the best talent seeks autonomy, variety and a sense that their work matters, such agility is attractive. The industry has spent time talking about wanting a seat at the top table. In 2026, the invitations will be available to those willing to take on the responsibility that comes with them.
6. PR as a strategic driver
All these shifts position PR as a central business function. The industry’s long-standing ambition for a seat at the top table will become reality for those willing to take responsibility and deliver measurable value.
Take a look at how Tangerine is putting this into action here.