Faye Harris-Frost, head of PR at specialist construction marketing agency Harris Creative discusses how a considered PR strategy can help give you credibility and greater control over what AI’s large language models say about you and your business.
As AI tools become more embedded in construction workflows, the way professionals research, specify, and engage with suppliers is evolving rapidly. Industry leaders are increasingly recognising the implications of this transformation. In his recent CIOB Sir James Wates lecture, Mark Farmer warned that the construction sector may be overlooking a critical ‘blind spot’ of the impact AI is having on professional services such as architecture, quantity surveying, and project management. He argued that while trade skills shortages dominate headlines, white-collar roles face equally profound challenges as AI reshapes how value is delivered and assured across the industry.
A recent survey conducted by the Association for Project Management (APM) and Censuswide, which included project professionals across multiple sectors, also acknowledges this rise of AI in the industry’s everyday life.The survey found that among those working in construction, 75% said their organisation now uses AI in projects, compared to just 15% two years ago. This marked shift presents both opportunities and risks for manufacturers and service providers, particularly in areas such as stakeholder communications, where 45% of respondents reported using AI tools.
At Harris Creative, we’ve long championed the role of PR in shaping how brands are perceived but in today’s digital environment, that role is expanding dramatically and it has prompted plenty of conversations about the validity and quality of the information created by AI. Put simply, AI-powered assistants and search tools increasingly rely on publicly available content to generate summaries and recommendations, and can now access real-time web pages, industry-specific sources, or verified databases. If your business isn’t actively managing its online presence, these tools may present outdated or inaccurate information to potential clients.
The importance of clarity
Speed is a key benefit of AI, but it must be balanced with accuracy, especially set against a backdrop of wider industry scrutiny. The Building Safety Act has placed renewed emphasis on transparency and accountability, and initiatives like the Code for Construction Product Information (CCPI) are helping to drive change in terms of the language and imagery that we share. As AI tools become more common in specification and procurement, the quality and clarity of your public-facing content will directly influence how your brand is represented.
This is where PR can make a measurable difference. By producing clear, consistent and compliant messaging across press releases, blogs, case studies and earned media, you help ensure that AI tools reflect your business accurately. This is especially important for manufacturers whose products must meet strict safety and performance standards.
AI – friend or foe? You decide
AI-powered tools, from search assistants to chatbots, claim to offer instant insight into brands, products and services. In a world of misinformation, relying on summarised content can be risky but increasingly, these tools shape the first impression your clients or supply chain partners will form.
Most AI tools are built on large language models (LLMs), which are trained on publicly available content. They don’t fact-check or apply human judgement but simply reflect what’s already online. However, if your business isn’t contributing to that digital footprint, AI will fill the gaps and could potentially do so using outdated or irrelevant information.
That’s why creating authentic, ethical and consistent PR content has never been more important. Every press release, blog or case study becomes part of the knowledge base that LLMs draw from and if you’re not shaping the narrative, someone or something else will.
Creative content with a human touch
Owned content channels are your first line of defence which is why it’s vital to regularly review every element of your website, not just your news pages. Social media also remains a vital way to engage directly with your audience, and regular posts, videos and newsletters all help reinforce your brand.
But when it comes to influencing AI-generated summaries, earned media coverage carries much more weight. Articles published by trusted third-party outlets, via websites or digital issues of magazines, are often prioritised by LLMs, making media relations a strategic priority. So if you’ve sidelined media relations because you think traditional outlets no longer matter, it’s time to rethink.
Looking ahead
As AI continues to shape how construction professionals make decisions, PR and marketing activity must respond by becoming even more strategic to build both visibility and credibility. By investing in high-quality, accessible content and engaging more with trusted media outlets, brands can future-proof their reputation and ensure they remain part of the conversation, no matter how that conversation is being conducted.
For support with your marketing campaigns, please visit www.harris-creative.co.uk or email hello@harris-creative.co.uk
