ABSTRACT
This chapter investigates how generative artificial intelligence (gen AI) is reshaping thought leadership and strategic communication within the field of public relations. Through a mixed-methods approach which includes a review of policy guidelines from major PR governing bodies, a literature review, practitioner survey, and content analysis of high-performing LinkedIn thought leaders, the study reveals both the obstacles and opportunities at the intersection of AI, authenticity, and communication strategy. Findings highlight widespread use of gen AI among practitioners, yet point to gaps in formal training, policy enforcement, and ethical standards. The chapter explores a method for connecting DiSC® personality profiles to content style and audience engagement, offering practitioners a practical guide for leveraging AI tools to create content that remains rooted in authenticity. It concludes with a call for communications professionals to take an active role in shaping Gen AI policy, training, and ethical content creation.
