The public relations industry is undergoing a fundamental shift, driven by the rapid rise of AI-powered tools that automate and accelerate many core functions of agency work. In our recent FIR Interviews podcast, Steve Rubel – a pioneer in digital communication – shared his perspective on how AI is challenging traditional agency business models, particularly the reliance on billable hours. One of the biggest forces driving this change is the proliferation of enterprise-grade AI tools like Microsoft Copilot, Google Gemini,…