Clients and prospective partners have a lot of questions about how we use artificial intelligence in our communications and PR work, and they should. As AI reshapes how agencies operate, transparency about where these tools fit, and where they don't, has become essential to earning trust. Learn how BlueSky is using artificial intelligence (AI) to build trust – and new opportunities for clients.

We see artificial intelligence (AI) as a tool that builds on our strategic experience, not replaces it. Our team leads every engagement with their own expertise and focuses on areas where AI can add value: sharpening thinking, accelerating work, and delivering more for our clients. Here’s how we lean into AI:

  • It starts with the brief
    Good projects start and end with the quality of the brief. AI output is only as good as the input provided, so we’re particular about providing solid direction, using smart prompts with appropriate context, and refining it until the output is genuinely useful and meets our standard.
  • Research that goes deeper
    At BlueSky, AI is a starting point, not a shortcut. We validate every source and actively stress-test insights by prompting it to surface any flaws. This means clients get research that's faster and more rigorous.
  • Smarter brainstorming
    We’re a creative team and we know good ideas can come from unexpected places.  We've built AI into our creative process as a collaborative partner, not to replace the instincts we’ve developed over years. We pressure-test ideas and see what sticks. And occasionally, we’ll get a surprise.
  • Content that actually lands
    We don't outsource our thinking to AI, we use it to strengthen it. Our team develops the strategy, creative and voice, then leverages AI to vet content and assets for relevancy, accuracy and consistency across every touchpoint.
  • Measuring success
    One area where we see the biggest potential is in reporting and analyzing campaign results. Rather than spending time compiling quantitative data, AI frees us to focus on what it actually means. The outcome is richer, more insightful wrap reports that give clients a clearer picture of performance and a stronger foundation for future planning

We approach AI with both curiosity and discipline, and its use in our agency is governed by a formal internal policy rather than individual discretion. We have clear guardrails on where AI can be used, what data can be input (client confidentiality) and how outputs are reviewed. All client-facing work involving AI is subject to human review and approval. AI is treated as a support tool, not a substitute for professional judgment or accountability.

This is a non-negotiable for us. We take client data security and confidentiality very seriously and when using AI tools in our work, we commit to:

  • Anonymize client information: We remove any identifying details and do not input confidential client information – strategy documents, embargoed announcements, proprietary or sensitive business details – into any public-facing AI platform. 
  • Appropriate use: AI is used only on non-confidential material for idea generation, drafting, or research.

We are also exploring newer AI tools and platforms designed to run on local computers (without sending your data to the cloud). These are especially attractive for regulated businesses, like finance or healthcare, that need privacy, security, and control over proprietary information.

We operate with full transparency. If AI has played a role in a deliverable – whether in research, drafting, or analysis – we're happy to discuss that. What we can always guarantee is that a senior member of our team has reviewed, refined, and taken accountability for whatever reaches you. The thinking behind the work is always ours.

AI makes certain parts of our work faster, but our oversight and  expertise ensure we continue to deliver high quality results, We interpret AI outputs critically, and make the strategic calls that protect your brand. What it means for you is higher-value work: sharper strategy, stronger creative, and more rigorous analysis. Our clients get more, not just faster.

We treat AI-generated content the way we treat any draft, as a starting point that requires human judgment, not a finished product. Our team reviews, rewrites, and takes editorial ownership of everything that leaves our agency. We do not republish raw AI output, and we stay current on evolving copyright guidance around AI-assisted work to ensure our clients are protected.

Our PR agency adds value in three key areas:

  • Strategy and judgement: We bring valuable context, exercise editorial judgement and make strategic decisions. While AI can generate options, it does not currently replace the human element – our seasoned PR team decides what to say, when, and why based on business context and reputational risk. 
  • Credibility and relationships: Earned media, stakeholder trust, and journalist relationships are built by people, not tools. Our team leverages media and creator relationships to deliver value and drive impact. That’s the value we provide.
  • Accountability in high-stakes moments: In crises or sensitive situations, agencies provide experienced oversight and responsibility for decisions.

AI does help us be more efficient in research synthesis, consistency checks, pressure-testing messaging, and early-stage ideation. What it doesn't do is develop strategy, build relationships or replace the thinking that comes from understanding the nuances of your business. 

AI is also not infallible; we have caught sourcing errors and questioned insights that were incorrect and – taken at face value – would have led to negative outcomes. Our human oversight ensures accuracy, every output is reviewed and tailored by our team before it reaches you.

This is one of the more interesting challenges in our industry right now. We actively test new tools, follow developments in AI policy and ethics, and regularly revisit our internal guidelines as the landscape shifts. We don't adopt every new tool just because it exists; we evaluate whether it genuinely improves the quality or rigour of our work. Our standard is the same regardless of the tool: does this make the outcome better for our clients?

Yes, we use an AI-powered public relations management (PRM) platform, and this is one of the areas where AI adds the most measurable value. AI-assisted monitoring allows us to track coverage, sentiment, and share of voice more comprehensively and in closer to real time than traditional tools allow. More importantly, it frees our team to spend less time compiling data and more time interpreting what it means for your communications strategy.

Increasingly, yes, and it's a conversation more clients are initiating. Whether you're navigating how to talk publicly about your own AI use, managing internal stakeholder questions, or preparing for reputational risk in an AI-adjacent issue, communications strategy around AI is an area where our team has developed real expertise. We're happy to start that conversation.

Content Development

Effective, creative content is at the core of what we do. From B2B and B2C, our expertise spans article writing and storytelling, editorial planning, key messaging, video production and more. And we help ensure that your content gets seen. We amplify your brand’s story through an integrated, custom content strategy across digital, print, social and broadcast channels. We maximize owned, earned and paid media to amplify your message, making sure it gets in front of the right audience to drive the results you want.

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Corporate Communications

An integral part of any business, your brand reputation and corporate communication sets the tone with the public, your clients, employees and stakeholders – and we make sure you get the tone right. BlueSky helps you understand what matters to your audiences – both external and internal – and develops meaningful programs that resonate. We help clients with crisis and issues management, employee and executive communications, community relations and corporate social responsibility (CSR). Whether it’s a workplace fundraiser event, an annual report, infographics, HR video or speechwriting, we help you share your message with relevant stakeholders.

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Social Media

Social media demands an always on, two-way communication, transparency, and authentic interaction. More importantly, it demands strategy. We’ve managed social communities, developed social media guidelines and created engaging, impactful content, whether a short Instagram caption or long-form executive-published posts on LinkedIn. Through social listening tools and insights, we can make sure you’re talking about what matters most to your audience, and that your online and traditional PR efforts are integrated seamlessly and effectively.

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Public Affairs & Advocacy

Our in-depth experience providing integrated government relations, public affairs and strategic communications tailored to your needs helps our clients navigate the public policy process in order to successfully achieve central objectives. We work with you to better position your priorities within the current political landscape to ensure you’re able to gain the ear of key decision-makers and reach your goals.

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Influencer Marketing

When it comes to social influencers it’s not about who has the biggest audience, but about engagement, trust and authentic connection. We leverage valued relationships with nano- to celebrity-level creators, working collaboratively to ensure they deliver quality content that resonates with your target audience and is on-point with your brand messaging. Our winning formula requires a thoughtful approach that combines the right people, the right content and the right distribution to maximize engagement and drive impact at scale. You’ll see the results in our campaign evaluations – supported by numbers that exceed industry average performance.

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Media Relations & Media Training

In an environment that is increasingly pay-to-play, earned media remains the holy grail of coverage for brand credibility. Over the years we’ve developed solid relationships with traditional and online media, and we know the elements of success for securing interest from trusted journalists at top-notch publications. We excel at crafting tailored, compelling stories that help keep your brand top-of-mind across print, broadcast and digital channels. You’ll see the results through our media measurement and reporting and assess your share of voice (SOV) among competitors.

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