Today, AI touches nearly every part of agency operations, from research and media monitoring to content development, analytics, brainstorming and workflow automation. Yet while agency practices have evolved rapidly, many firms have not updated their client and vendor agreements. This gap creates risk.
Some clients want strict limitations on AI usage. Others expect agencies to leverage AI to deliver greater speed and value. The answer is not to ban AI or blindly embrace it. The answer is for a public relations firm to be intentional in its contracting practices and to update agreements to clearly define how AI can be used by the agency. PR firms should also clearly establish in AI riders or amendments to client contracts, who is responsible for what, and who bears the risks and for what.