The value of human intuition in an AI-driven world

Balancing creativity and strategy has always been the cornerstone of PR. But with 80 percent of PR professionals now viewing AI tools like ChatGPT as critical for enhancing efficiency, the industry faces a burning question: How do we embrace AI while preserving the human intuition that gives our work its edge?

Enter storysensing: a mindset that goes beyond storytelling, helping PR practitioners uncover the most resonant narratives in real time. By blending intuition with data-driven insights, brands can authentically join conversations audiences are already having and create deeper connections. 

The evolution from storytelling to storysensing

For eons, stories have been the threads that connect humanity. From the cooperation of early Sapiens through shared myths to today’s global networks built on ideas of corporations and currencies, narratives shape how we connect and trust one another.

But in today’s fragmented digital landscape, storytelling alone no longer suffices. With 84 percent of consumers expecting brands to align with their values, PR professionals must evolve their approach to build trust.

Storysensing represents this evolution. Beyond crafting narratives, it’s about recognizing stories that already matter to audiences, identifying where brands can add genuine value, and adapting to cultural shifts in real time. It’s not just about telling stories; it’s listening, understanding, and responding to them with precision.

Cultural intuition: The essence of storysensing

While AI excels at data analysis, it can’t “feel” the emotional and cultural undercurrents shaping public sentiment. That’s where PR professionals step in, using intuition to read the room, detect nuanced shifts in the zeitgeist, and position brands authentically within emerging conversations.

For example, during the pandemic, Nike’s “You Can’t Stop Us” campaign became a masterclass in storysensing. While AI might have flagged the rise in conversations about uncertainty and resilience, Nike tapped into the collective desire for unity and perseverance. The 90-second ad juxtaposed athletes from diverse backgrounds and sports, delivering a powerful message of inclusiveness and hope. This empathetic approach struck a chord globally, receiving over 20 million views within 48 hours on social media and driving further engagement across platforms.

This sort of cultural intuition enables brands to cut through the noise, creating narratives that forge emotional connections in ways AI alone cannot achieve. 

Social listening: from data to sentiment 

With the world collectively spending over 12 billion hours on social media daily, social listening is no longer an optional part of PR strategy. But it’s not just about tracking hashtags, it’s understanding why those hashtags matter.

While tools like Brandwatch, Talkwalker, and Sprout Social can provide predictive analysis, the true power of social listening lies in interpreting sentiment insights through a human lens. PR professionals can take this one step further with tailored responses that align with audience emotions to foster deep and authentic connections.

For instance, when the topic of “eco-friendly travel” trends online, AI might pinpoint the hashtag’s popularity, but a skilled PR professional can determine whether audiences are seeking inspiration, solutions, or corporate accountability. Storysensing bridges this gap, enabling brands to connect directly with audience priorities.

Strategic adaptability: Pivot with purpose 

Speed alone isn’t enough in today’s PR landscape. To build trust, brands need to act with purpose and respond authentically to shifting trends and audience expectations.

Take Patagonia’s “Worn Wear” initiative as an example. In response to a viral Instagram trend celebrating well-loved outdoor gear, Patagonia encouraged followers to share stories of their second-hand products. The pivot spotlighted Patagonia’s core sustainability ethos, reinforcing the impact of circular fashion with 120,000 repurposed items sold to date and highlighting the environmental benefits of extending product life.

This is strategic adaptability in action: reacting quickly to emerging trends while staying true to a brand’s core values.

Integrating storysensing into PR campaigns 

Storysensing isn’t just about tools or technology; it’s a strategic approach to staying culturally relevant and emotionally resonant. Here’s a visual representation of how it works: 

The future of PR: Where AI meets storysensing 

As automation scales, human traits like creativity and intuition will become even more valuable in an increasingly fragmented media landscape. The brands that thrive will be those that preserve their unique human touch while integrating AI into workflows.

In 2025, the best PR professionals won’t just embrace the new tools at our disposal: they’ll master storysensing to craft stories that are authentic, culturally resonant, and deeply human.