Ambassador Phillip Thigo, Special Envoy on Technology for the Republic of Kenya, with Glass House PR Founder and CEO, Mary Njoki during the launch of the State of PR in Africa 2026 Report by Glass House PR in Nairobi.
By Peace Muthoka
Nairobi, Kenya – Artificial intelligence (AI) is reshaping public relations in Africa, creating both opportunities and challenges for reputation management, according to Ambassador Phillip Thigo, Special Envoy on Technology for the Republic of Kenya. His remarks came during the launch of the State of PR in Africa 2026 report by Glasshouse PR in Nairobi.
Ambassador Thigo said AI-driven communication tools are forcing the PR industry to rethink how it safeguards information, credibility, and public trust. “AI is fundamentally disruptive, especially in an era where conversational technologies have become highly precise,” he said. “The field is still grappling with how AI can create intelligence, but also how it can protect reputations as the technology evolves.”
He warned that while AI offers unprecedented opportunities to strengthen reputations through digital engagement, it also poses risks, including misinformation, deepfakes, and threats to information integrity. “Public relations must understand the trends, challenges, and opportunities presented by AI to enhance their work responsibly,” he added.
The report, produced by Glasshouse PR, draws insights from 54 agencies across 16 African countries, representing between 6,500 and 7,800 communications professionals. It also includes surveys of university students studying PR and communications.
Key findings show that 81.5 percent of senior PR professionals are actively using AI, with more than 90 percent relying on AI writing assistants like ChatGPT and Microsoft Copilot. AI-powered design tools are also widely adopted. About 85 percent of respondents said AI has transformed content creation, campaign planning, media monitoring, and crisis management.
Despite these gains, the industry remains cautious. Seven in ten professionals expressed ethical concerns around misinformation, bias, and authorship. Algorithm changes by major tech platforms have disrupted campaign reach, highlighting the risks of over-reliance on social media.
Mary Njoki, CEO and founder of Glasshouse PR, said AI is amplifying not replacing PR professionals. “The future will belong to those who use AI responsibly, creatively, and with sound judgment,” she said. She added that 74 percent of professionals believe AI enhances human creativity and emotional intelligence, and nearly half of organizations now enforce mandatory human oversight of AI-generated content.
The report also highlights a digital storytelling revolution. Practitioners are moving beyond press releases to engage audiences through short-form video, interactive content, and real-time feedback on platforms like LinkedIn, Instagram, YouTube, and TikTok. Trust is emerging as the industry’s most valuable currency, with sentiment, engagement quality, and organic advocacy taking center stage.
Ambassador Phillip Thigo, Special Envoy on Technology for the Republic of Kenya, addresses guests during the launch of the State of PR in Africa 2026 Report by Glass House PP in Nairobi. Ambassador Thigo noted that the rapid rise of conversational technologies and AI-driven communication tools is forcing the PR industry to rethink how it safeguards information, credibility and public trust.
Students the next generation of African PR professionals are already AI-native. Nearly all surveyed use AI tools for brainstorming, drafting, and refining content, though they caution against over-reliance and authenticity risks.
Looking ahead, respondents expect AI to automate routine tasks, allowing professionals to focus on strategy, relationship-building, and hyper-localized storytelling that reflects Africa’s languages and cultures. Challenges remain, including deepfakes, cultural bias in AI models, data privacy gaps, and the digital divide.
Njoki emphasized that Africa’s stories must remain human-led. “AI must serve our cultural and community realities, not erase them,” she said. The State of PR in Africa 2026 report offers a comprehensive roadmap for African PR professionals to harness AI responsibly, creatively, and strategically, ensuring the continent’s stories are told by Africans, for Africans.
