Why Creativity Still Beats AI in Cybersecurity PR
Like most sectors, AI is transforming the PR industry. Not only is it making PR more important than ever, as we’ve previously covered, it’s also providing PR professionals with extra support on tasks, like researching and, in some cases, brainstorming. But while AI is excellent at generating ideas based on existing information, there’s a fundamental difference between producing an idea and recognising what makes a genuinely compelling news story.
Great cybersecurity PR requires curiosity, creativity and an instinct for what makes something newsworthy. These are qualities AI, despite its impressive capabilities, cannot truly replicate.
Can AI Really Newsjack?
Consider newsjacking or ‘rapid responses’. When a major cyberattack makes headlines, AI can flag a story and generate potential commentary angles. But an experienced PR professional knows that commenting on an incident isn’t enough. The real opportunity lies in finding an unexpected connection between the story and a client’s expertise, anticipating questions journalists haven’t yet asked or challenging the prevailing narrative. As any wise cybersecurity PR person would advise: there’s little point commenting if the comment doesn’t move the story forward.
Original Research: Does it Still Need the Human Touch?
The same applies to original research. AI can analyse survey results and highlight statistically significant findings, but it takes human creativity to recognise the story hiding within the numbers. Sometimes, the most interesting finding isn’t the headline statistic, but an unexpected contradiction or a result that challenges assumptions about cybersecurity.
The best research ideas often come from casual conversations with colleagues, clients, family and friends. AI doesn’t necessarily connect the dots in the same way. It certainly can’t bounce ideas around while waiting for the kettle to boil.
Curiosity, Curiosity, Curiosity
Curiosity is what pushes cybersecurity PR professionals beyond the obvious. The instinct to ask why?, what if? or why should anyone care? is what leads to genuinely original stories.
At our 2026 IT Security Analyst and CISO Forum, CISOs highlighted that AI lacks curiosity, but can remove time-consuming tasks that stifle creativity. The same applies to PR: AI can provide a starting point and free up time for strategic thinking, but human insight turns ideas into stories worth telling.
After 30 years in cybersecurity PR, we know creativity can’t be automated. At Eskenzi PR, we combine industry expertise and original thinking to create stories that stand out, capture attention and get people talking. Get in touch to find out more.