Written by Lucia McCabe

Last month, I attended Influencing Live, a one-day event exploring the transformation of the media landscape and the rise of video content.   

It was a great opportunity to hear from expert speakers who shared their thoughts on the evolving role of AI and audience engagement.  

The challenge, however, isn’t just about the integration of new technology; it’s about balancing innovation with human judgment, trust, and storytelling.  

As each panel session unfolded, a clear picture emerged of the forces shaping the future of the industry. We share the three key things brands can’t afford to ignore to engage audiences.   

The responsible use of AI 

AI has become a valuable assistant for journalists and PR professionals in the industry. From supporting research tasks to generating text from audio or video assets, it can enable faster content production and even streamline workflows. 

When used purposefully, it creates space for individuals to focus on crafting compelling stories that resonate with audiences.  

However, AI cannot replace human oversight. Editorial standards and accuracy audits still require careful attention. In fact, a report by RMIT University found 50 per cent of participants suspected they were consuming AI-generated but couldn’t be completely sure.  

This is a clear sign that transparency is essential. Experts at the conference emphasised the importance of clearly disclosing when AI is being used, whether in written text or images. Simple steps like watermarking AI-generated images help audiences understand its use and maintain trust. 

We’ve seen some of Australia’s major media houses, such as Nine and NewsCorp, integrate AI into their editorial policies to ensure the ethical use of these tools. 

At IMPACT, we’re developing our own AI code of practice to guide the team across all content creation and client communications. 

Video content is king 

The appetite for video content is undeniable, with News Australia reporting an 85 per cent rise in video views year-on-year. 

Audiences are leaning into short clips, mini-documentaries, and interviews that feel authentic, relevant, and easy to engage with. However, not all video is created equal.  

The conference reinforced that video success is more than producing high-quality assets, they also need to be fit-for-purpose and tailored for the relevant platform. For example, TikTok thrives on user-generated content (UGC), whereas Instagram favours visually striking posts. 

When repurposing content, it’s key that brands take into consideration the platform they’re relying on. By doing so, they can maximise reach and attention, meeting audiences where they are, in the way they prefer to consume information. 

Compelling stories are essential 

Across the different panels, a consistent message emerged: AI is a powerful assistant, not a replacement. However, without the foundation of strong storytelling, the media won’t pay attention. 

Experts emphasised that compelling narratives are what cut through the noise, with human stories and community impact at the heart of an effective campaign. 

At IMPACT, we work closely with clients to ensure every communication strategy tells a complete story. From shaping the strategic narrative to understanding audience preferences, we focus on creating content that resonates. 

Brands that combine technological tools with audience insight and storytelling craft are the ones most likely to thrive in this new landscape. 

Ultimately, future success will belong to those who can blend the efficiency of AI with the integrity of human storytelling. By embracing AI responsibly, building trust, and creating dynamic content that connects, only then will brands truly stand out. 

To learn how IMPACT can help you embrace AI to enhance your brand’s strategic narrative or earned media activity, contact Lucia McCabe at lucia@impactagency.com.au.