Reflections From Portland: AI, Agency Leadership and the Future of PR
Earlier this week, Allyson had the opportunity to attend Agency Management Institute’s Build a Better Agency Summit, where agency leaders from across the country gathered to discuss the future of communications, marketing and AI. While in Denver, she also connected with AI expert, fellow PR Consultants Group member and current PRCG president Elizabeth Edwards, continuing broader conversations around trust, strategy and the rapidly evolving role of AI in communications.
Here’s what she had to say about her experience and key takeaways.
I was grateful for the opportunity to learn from our agency counterparts from across the country. From marketing and media buying to strategic communications and research, it was validating to hear that while we may focus on different areas, many of our challenges and opportunities are the same.
Throughout my time in Denver, I joined countless conversations about automation, AI tools and evolving client expectations, but one phrase stood out to me more than any other: “Irreplaceable work.”
As AI continues transforming our industry, the consensus throughout the conference was clear: while routine, repeatable work is becoming increasingly automated, the demand for strategic thinking, trusted guidance and meaningful insight is only growing.
The opportunity for agencies — and for the client partners we serve — is not to compete with automation. It’s to focus on the work that technology can’t replicate.
Strategy Is Becoming the Differentiator
Several speakers emphasized that organizations are no longer looking for vendors who simply execute tasks. They want partners who bring perspective, challenge assumptions and help connect communications efforts to real business outcomes.
That mindset was reinforced by the 2026 Agency Edge Report, which showed 74% of clients believe the agencies succeeding in the next five years will act as strategic advisors.In a world flooded with AI-generated content and templated marketing, originality and strategic clarity matter more than ever.
One of the most compelling questions posed during the summit was: “What do we do that a talented internal team genuinely cannot replicate?” That idea applies far beyond agencies. It’s a question every organization should be asking right now.
Visibility and Trust Are Evolving
Another major theme was how AI is changing the way people discover information online. The question is no longer just: “Are we ranking on search engines?” Increasingly, it’s: “Are we the answer?”
That shift places even greater importance on trust, credibility, thought leadership and authentic brand positioning. Organizations that consistently demonstrate expertise and provide meaningful value will be the ones that stand out, both to audiences and increasingly to AI-driven search platforms.
Clients Want Guides Through Change
One of my favorite insights from the conference was: “Clients don’t want a guru. They want a guide.”
Businesses don’t expect partners to have every answer about AI and emerging technology. But they do want advisors who are actively learning, experimenting and helping them navigate change thoughtfully and responsibly.
That resonates deeply with how we approach our work at The Peacock Group. Continuing education, curiosity and strategic exploration are essential right now — not just for our agency, but for the partners and communities we serve.