South Africa, July 31 -- The same transformation is happening across industries, driven by emerging technologies, changing audience behaviours, and an explosion of new content formats.

Rather than asking whether PR is still relevant, we should be asking: What does modern PR look like in an AI-powered world?

The importance of agility

One of the most valuable lessons the Covid-19 pandemic taught us was the importance of agility.

Businesses that adapted quickly were the ones that survived and often thrived.

The same mindset is now essential in the face of AI disruption. The global AI market is currently valued at around $244bn and is expected to surpass $800bn by 2030.

With growth rates like this, embracing change isn't optional-it's c...