The rapid adoption of generative artificial intelligence is set to transform communications strategy over the next several years, according to new forecasts from Gartner, with implications ranging from rising PR budgets to the reinvention of internal communications.
One of the firm’s most striking predictions is that, by 2027, mass adoption of public large language models (LLMs) as a replacement for traditional search could drive a doubling of PR and earned-media budgets.
The shift reflects how AI-driven search tools increasingly prioritize authoritative editorial coverage, expert commentary, and high-quality owned content when generating answers. As a result, visibility in earned media may become a core driver of discoverability and reputation in an AI-mediated information ecosystem.
For communications teams, the implication is structural rather than tactical. Organizations are expected to invest more heavily in newsroom-style content, strengthen relationships with journalists, and develop new practices such as generative engine optimization (GEO) to ensure their narratives surface in AI-generated summaries.
Gartner also forecasts significant changes within organizations. By 2028, it is predicted that 75 percent of employees will rely on chatbots to obtain relevant internal communications, replacing many traditional broadcast channels such as email newsletters or static intranet updates.
The transition is being driven by widespread adoption of workplace AI tools and a growing expectation that information should be delivered on demand and in context. Internal communications teams are likely to move toward modular content, structured knowledge repositories, and governance frameworks designed for conversational interfaces rather than linear messaging.
While these predictions reflect global trends, marketing and communications leaders in the Gulf Cooperation Council (GCC) say similar shifts are already underway.
Industry executives in the Middle East report that AI is being increasingly used to redesign marketing operating models, automate planning workflows, and enable predictive decision-making, rather than simply optimizing campaigns.
Toseef Butt, Business Director at Zenith MENA, told Communicate, the focus is shifting “from reactive optimization to proactive growth planning,” with automation freeing teams to concentrate on strategy and creativity.
At the same time, regional leaders, such as Tony Wazen, CEO of Publicis Media, stress that technology alone is not the differentiator. Marketing transformation in MENA is increasingly defined by the ability to combine AI with cultural insight, storytelling, and connected commerce ecosystems that integrate media, data, and creativity across the consumer journey.
Another theme echoed across the region is the growing strategic role of content. In the GCC, agencies and brands are reorganizing around always-on storytelling and long-term narrative building, with content evolving from a campaign layer into a core business capability driving brand relevance.
