PR Tech Day 2025: How AI is revolutionizing the world of communication!

PR Tech Day 2025: How AI is revolutionizing the world of communication!

On April 29, 2025, the first PR Tech Day took place at the Austrian-American Society in Vienna. The event was initiated by Observer and CommClubs Bayern and was aimed at industry professionals who took part in the event both on site and via live stream. The focus was on innovations in communications work, particularly the influence of artificial intelligence (AI) on the PR industry. Loud LEADERSNET Florian Laszlo from Observer emphasized the importance of modern technologies and tools in the PR sector.

Petra Lorenz, Managing Director of CommClubs Bayern, presented the event as a valuable opportunity to exchange ideas with leading minds in the industry. The program included a variety of lectures and discussions that specifically addressed the opportunities and challenges of innovative technologies in PR. The event not only attracted several speakers, but also numerous interested parties from the industry.

Lectures and impulses

The lectures were characterized by experts who gave interesting insights into the use of AI in PR. Katrin Krall from Serviceplan gave a lecture on “How AI agents will change PR”, in which she explained the challenges of communications work, such as preparing current topics and reacting quickly to media changes. Her over eight years of experience in developing AI strategies underscored the relevance of her contribution.

Bernhard Seikmann from Wunderwerk presented how to optimize relevant content for journalists and design internal workflows efficiently. Gerrit Gericke from Edelman discussed the integration of AI into everyday work and showed how AI has gone from a buzzword to an essential tool. His over 20 years of experience in the communications industry added additional value to his presentation.

Simon Gebauer from Observer Brand Intelligence also highlighted how AI can contribute to the more precise evaluation of media response. Catharina Fendt from IKEA shared insights on how digital PR strategies are being revolutionized by AI and smart technologies. Another lecture by Arno Scharl on AI technologies for the creation, analysis and visualization of digital content discussed the development of a dashboard for identifying “breaking news”.

Panel discussion and networking

The event concluded with a panel discussion moderated by Florian Laszlo. Experts such as Caroline Bayer, Catharina Fendt, Katrin Krall and Gerrit Gericke discussed the opportunities and challenges of innovative technologies in PR. There was agreement among those present that AI will not replace humans, but can take on specific tasks.

An important point that is also made in a blog post by Nicola Wohlert news current was discussed is that artificial intelligence is receiving significant attention in the PR industry. It offers both opportunities, such as increased efficiency and 24/7 availability through chatbots, and risks, including the possibility of loss of authenticity in AI-generated content and privacy concerns.

The participants of the event also had the opportunity to have further discussions during networking after the official program, which further deepened the exchange about innovations in PR.

Overall, the PR Tech Day 2025 impressively showed how important the exchange about new technologies is for the future of the PR industry.