By: Omnia Samra: Communications Lead, Middle East, Russia and Africa (MERA) at Pfizer

Communications in Transition: Lessons from 2025 and Predictions for 2026

The past year has been transformative for communications and PR, marked by a defining shift that will shape the industry for years to come. 2025 was the year artificial intelligence (AI) moved to the core of communications strategy. AI-powered tools streamlined media monitoring, automated content creation, and enabled predictive analytics for crisis management. This technological spike has allowed Communications professionals to operate at unprecedented speed and scale. Yet, it also underscored a critical truth that technology cannot replace trust. As misinformation spread faster than ever, brands learned that authenticity is crucial!

In 2025, audiences increasingly valued transparency and narratives driven by clear purpose. The focus of influencer marketing shifted toward micro influencers, whose authenticity was perceived as more impactful than traditional celebrity endorsements. As a result, the fragmented media landscape prompted PR professionals to integrate omni-channel strategies, combining earned, owned, and paid media to sustain relevance. The principal takeaway underscored the importance of integrating AI-enabled efficiency with genuine human engagement, ensuring all communications uphold integrity and empathy.

Looking ahead, 2026 will be even more disruptive. With generative AI reshaping how people find and access information, there will be a shift towards Generative Engine Optimization (GEO). Securing credible media coverage from reputable sources will become crucial for being discoverable in AI-driven search results and language model summaries. 

Yet authenticity and human storytelling will continue to be very valuable in a landscape saturated with AI-generated content. Unscripted, human-led communication and genuine, raw stories from real people will foster trust with audiences, making strong relationships with journalists and creators essential and leading to more in-person events in 2026.