AI may require PR agencies to reevaluate billing models

Tools like ChatGPT are completing tasks that used to take hours in minutes so firms may want to consider how that’ll affect hourly billing.
Michelle Olson remembers the early days of her PR career, when researching a complex crisis communications plan would take hours. It was worth it to the client, she said, which is why they were OK with having it all billed back to them.
Today, however, thanks to AI, that initial research can happen in just a few seconds. While Olson or her teammates at