Is AI stopping young PR professionals from building essential skills?

AI tools are now a staple in the modern workplace, especially for new starters and younger professionals. Used well, they can speed up research, spark ideas, and cut out the more tedious parts of the day.

But some experts warn this rapid uptake may come at a cost.

There’s growing concern that junior employees are skipping key stages in their development and leaning too heavily on AI to do the thinking for them.

So, is AI stopping young professionals from building essential skills like critical thinking, problem-solving, and independent decision-making? And how is it impacting the progression of entry-level professionals?

There’s no question AI has completely changed the game. In just a few years, we’ve gone from tools like ChatGPT not existing to them becoming part of everyday workflows, especially for young professionals.

But what I’m seeing increasingly is that AI is being used as a crutch rather than a tool. That’s a real issue, particularly for those just starting out in their careers.

Understanding AI

To get real value from AI, you have to understand the task you’re using it for. If you’re a content writer, for example, you need to know what a good article looks like, from how to structure it, to how to write for a specific audience. Without those basics, the output from AI won’t land, no matter how quickly it’s produced.

When someone is new to the PR industry, they’re still learning the ‘why’ behind each part of the process. Why we structure things a certain way, why we approach specific journalists, or why one headline works better than another.

That critical thinking is what helps someone grow from a junior into an integral higher-up within your team.

If AI is doing the work for them from day one, they risk missing out on all of that foundational learning. And without that grounding, their development stalls.

Used in the wrong way, without proper guidance or understanding, you end up with lazy, generic content on your website, emails that don’t connect with your audience, and campaigns that lack substance.

AI can be brilliant, but only when it’s guided by experience and insight. Without that, it just blends into the background.”

Is AI making new starters lazy?

I wouldn’t say that AI is making new starters lazy but definitely dependent in some cases.

Gen Z are, more often than not, incredibly curious and keen to learn. But what I’ve noticed is that they’re sometimes encouraged into over-reliance on AI by employers chasing quick results and super-charged productivity.

There’s nothing wrong with using AI to support your work. It can absolutely save time and serve as an invaluable sidekick. But there’s a time and a place.

As managers, we need to help new starters understand when to use it, and more importantly, what skills they need to make the most of it.

The danger is that if you never give your team the space to think a problem through for themselves, they miss out on learning how to be resilient, resourceful, and strategic. That’s not just bad for their long-term growth, but for your business, too.

I’ve seen people copy and paste prompts into ChatGPT to create outreach or write content without really thinking about the audience, or even reading it back. That’s not how you build a strong career. It’s how you put a ceiling on your potential.

AI’s impact on the hiring and retention of junior-level PRs

Some agencies have reduced junior roles because AI can produce content quickly. But at what cost?

Yes, AI can speed things up. But those lightbulb ideas, the ability to build relationships, and real creative strategy still require human thinking.

If you eliminate entry-level roles, you lose the chance to nurture your future senior team. These are the people who grow your business, challenge ideas, and bring fresh perspectives to the table.

I’ve always believed in the value of developing junior talent. An agency’s growth is directly tied to theirs. That’s why we invest time into mentoring, hands-on learning and absolutely train our team on how to use AI. It’s part of the modern toolkit now. But just as importantly, focus on building the core skills that make AI a valuable asset in the first place.

Jane Hunt is CEO of the digital PR agency JBH.

Further reading

Rethinking reputation management in the age of AI
Empire of AI by Karen Hao – book review
Everything PRs need to know about AI Overviews