The article discusses the integration of artificial intelligence (AI) into the public relations (PR) industry by 2024, according to a report by Golin, a global PR firm. The report, titled “Relevance Meets Resilience: A Golin Futurology,” predicts that AI will play a significant role in PR tasks such as media monitoring, content creation, and data analysis. AI-powered tools will help PR professionals gather insights, identify trends, and create personalized content more efficiently. However, the report emphasizes that AI will not replace human expertise but rather augment it, allowing PR professionals to focus on strategic thinking and creative problem-solving. The integration of AI is expected to enhance the industry’s ability to deliver relevant and impactful campaigns. The report also highlights the importance of upskilling PR professionals to work alongside AI and adapt to the changing landscape.