Creating Content in 2026: AI, Accuracy and Authenticity

Three questions with... Clare Ruel, Content Executive, Lysander PR

1. What’s one recent technology news story that caught your attention?
   

One story that really stood out to me was about the growing push for more tech expertise in company boardrooms - especially in the insurance sector. According to the EY AI Confidence Pulse Survey, more than half of UK financial services leaders believe their current frameworks for managing technology-related risks aren’t strong enough to address AI challenges. That says a lot about how quickly technology is outpacing governance.

As someone who has covered the insurance and technology sectors for several years, I find this shift fascinating. When I first started as Technology Editor at Insurance Times back in 2018, AI and automation were often seen as threats. People worried AI would take jobs or replace human insight. Fast forward to now, and we’re seeing a much more balanced understanding. AI is a tool to enhance efficiency, not eliminate expertise. The conversation has matured, and that’s a positive change.

2. How is the media and communications world adapting to technology, and where do you see the advantages and challenges?
   

The media world has embraced technology in a big way. Many outlets now use AI to help with tasks like drafting short news stories, sorting data, or even suggesting headlines; but there’s always human oversight at the final stage. That balance is key. It frees up journalists and content creators to focus on deeper analysis and storytelling rather than repetitive tasks.

In PR, it’s a similar story. Tools that help us track sentiment, monitor coverage or streamline reporting are great for efficiency, but they can’t replace creativity or intuition. The challenge is to use these technologies without losing the human touch. Over-reliance on automation can make messaging sound generic. The best communications still come from authentic insight, personality and context - things AI can’t replicate.

3. What’s one change you hope to see in the next 12 months, and how should the market prepare for it?
   

I’d like to see more focus on accuracy, ethics and oversight in how technology is used across communications. As AI continues to evolve, we need to stay vigilant about data privacy, intellectual property and misinformation. That means introducing stronger editorial checks and perhaps even dedicated oversight roles, like “AI Editors” or “Content Guardians,” within agencies and newsrooms.

For the industry, preparation means openness to experimentation - but also clear boundaries. Using technology responsibly can make our work smarter and more impactful, but the human element will always be what makes content meaningful. Whether it’s verifying facts, shaping narratives or crafting tone, there’s no substitute for human judgment.

At Lysander, that’s how we approach every project – embracing innovation, but always with care, accuracy and authenticity at the heart of what we do.