Embracing AI in journalism

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We recently caught up with Solange El Rassi – journalist, storyteller, news anchor, and PR & marketing expert – to hear her thoughts on embracing AI in journalism.

As a passionate storyteller and experienced mentor with a global perspective on the relationship between AI and the media, Solange has a wealth of knowledge to share. We asked her to tell us how it all began – and share the most common misconception she thinks businesses have when it comes to AI. 

How did your journey with AI begin?

“My journey with AI began through my work in media and journalism. As I explored emerging technologies to enhance storytelling and audience engagement, I became fascinated with AI's potential to transform content creation and analysis. 

“Over time, I realised its broader applications across industries, which led me to advocate for its responsible use and educate others about its impact.”

How has your perspective on AI changed over the course of your career so far?

“Initially, I viewed AI primarily as a tool for automation and efficiency. However, over the past two years, I’ve come to see it as a powerful enabler of creativity and human connection. 

“AI is no longer just about replacing repetitive tasks; it’s about augmenting human capabilities and opening doors to innovations we never thought possible.”

Is AI changing the way business leaders approach PR — and do you think this is a good thing?

“Absolutely. AI is revolutionising PR by enabling data-driven storytelling, real-time audience analysis, and hyper-personalised communication strategies. While this is undoubtedly a positive shift, it’s important to ensure that the human element remains central to PR. AI can enhance how we connect with audiences, but authenticity and empathy are irreplaceable.”

What's the biggest misconception about AI that you've seen among the businesses you've worked with in recent years?

“The most common misconception is that AI is a ‘plug-and-play’ solution. Many businesses believe they can achieve immediate results without understanding the need for strategy, customisation, and ethical considerations. AI is not a magic wand; it requires thoughtful integration and a clear vision to deliver meaningful outcomes.” 

How would you frame AI for those individuals and businesses in the media and PR industries who expect it to be ‘plug-and-play’?

“I’d say to think of AI as a powerful ally, not a replacement. 

“Artificial intelligence is undeniably a transformative tool that has given journalists unprecedented access to vast amounts of data and information. It empowers reporters to uncover patterns, analyse trends, and access global insights at lightning speed. However, while AI enhances our ability to report more comprehensively, it can never replace the unique qualities that define human journalism. As journalists, we bring not only knowledge but also emotion, empathy, and ethical judgment to our storytelling.

“Reporting the news goes beyond data – it involves capturing the essence of human experiences, contextualising complex issues, and connecting with audiences on an emotional level. While AI remains a machine with extensive knowledge, it lacks the heart and humanity required to craft compelling narratives that resonate deeply. Journalists uniquely combine their expertise with the ability to feel and respond to stories with compassion, making our work irreplaceable.

“AI may assist in broadening exposure to information, breaking language barriers, and even streamlining processes, but the soul of journalism lies in human connection and the telling of stories that inspire, inform, and transform. As we embrace AI, it’s essential to remember that our greatest strength as journalists remains in our hearts and minds – qualities no machine can replicate.”

Connect with Solange on LinkedIn.