2026 is the year of the AI Native PR firm . Bruni PR will be part of the trend.
What AI-native PR firms actually do differently (strategically)
This matters enormously for high-stakes clients like datacenters or robotics companies.
Traditional PR model:
- Static media lists
- Manual pitching
- Reactive crisis response
- Relationship-dependent
AI-native PR model:
- Dynamic journalist targeting
- Predictive crisis modeling
- LLM citation optimization
- Narrative engineering across human + AI channels
Where the industry is going (important insight)
Major structural shifts underway:
- Large firms consolidating due to AI disruption
- AI automating large portions of communications workflows
- Agencies shifting toward AI-driven delivery models
Meaning:
The future is smaller, smarter, AI-native firms—not massive legacy agencies.
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