By: Chelsea Robinson
The visionary panel brought together leaders from BET+, Will Packer Media, the BBC, and Alltold to reimagine storytelling, brand voice, and authenticity in the age of AI.
CANNES, FRANCE | June 2025 – In a week filled with bold creativity and industry-defining moments, one session at Cannes Lions 2025 stood out as a significant point for the future of communications. On Thursday, June 19, Tianna Robinson, founder of Intertwined Agency, led a compelling panel titled “AI for PR: The Future of Storytelling, Brands, and Entertainment” at the Brands and Culture Villa. It was more than a panel. It was an invitation for the communications industry to consider artificial intelligence as a potential ally in shaping the future of public relations.
Produced by Intertwined Agency in collaboration with We Represent and Brands and Culture, the session brought together a dynamic mix of industry leaders, futurists, and strategists who are exploring how brands speak, storytell, and connect. The panel invited attendees to reconsider traditional perspectives and sparked what many described as one of the most relevant conversations of the week.
Tianna Robinson, a seasoned publicist and communications strategist, served as moderator. Her insight and clarity energized the room, while her leadership demonstrated that this is not just a fleeting trend, but potentially a transformative shift. “For too long, PR has not been a central part of the AI conversation,” Robinson said during the panel. “But the reality is, communications is likely to be an area where AI could have one of its deeper impacts. This isn’t just about automating tasks; it’s about enhancing our messaging, extending our reach, and reimagining what influence could look like.”
Joining Robinson on stage were four thought leaders, each offering a unique perspective on how AI is shaping the world of media and marketing:
Jason Harvey, Executive Vice President and Head of BET Plus, discussed how culturally rooted platforms might incorporate AI without losing their authenticity. His remarks centered on innovation that balances creativity with the essence of storytelling.
Shakyna Bolden, Vice President of Digital Revenue and Experiential Operations at Will Packer Media and xoNecole, provided insights from the brand partnership space. She explained how AI is changing client expectations and broadening the creative possibilities of campaigns.
Nyasha Michelle, journalist and BBC reporter, offered a critical view, reminding the audience that while AI offers vast potential, there are important ethical concerns about bias, misinformation, and representation that need to be addressed.
Morgan Gregory, CEO and Co-founder of Alltold, a responsible AI company, shared the mechanics behind inclusive algorithms. With her background in AI ethics and engineering, Gregory outlined a framework for how media companies could develop more inclusive AI systems.
The panel addressed tough questions. Will AI replace human storytellers? Can machines generate authentic emotion? How do we strike a balance between automation and creativity? The consensus seemed to be that AI is unlikely to replace communicators—it is more about enhancing their capabilities. While the tools are powerful, they are only as ethical and effective as the individuals guiding them.
“People are concerned that AI will replace us,” Robinson shared during the session. “But what it will replace is inefficiency, bias, and outdated thinking. What we are building is not artificial; it’s amplified intelligence. And if you understand how to prompt it, guide it, and ground it in culture, AI becomes a highly valuable collaborator.”
Beyond the conversation, the session also served as a soft launch for Intertwined Agency’s AI for PR Playbook, a practical guide designed to help professionals incorporate AI into their everyday PR and communications work. The guide includes use cases, ethical tips, and prompt-writing strategies, and is now available through IntertwinedAgency.com.
In an unexpected twist that added to the panel’s buzz, Intertwined also introduced their AI-generated virtual team. These digital personas represent different roles within the agency and are designed to teach, collaborate, and support clients in content development, media planning, and audience engagement. Their debut marked a unique approach to using AI not just for operational tasks but also in fostering creative energy.
Audience members responded enthusiastically. “This session is exactly what Cannes needed,” one attendee remarked. “Smart, practical, and future-focused.” Others stayed after the panel to network, download the playbook, and connect with the panelists for deeper discussions about potential partnerships and collaborations.
For Robinson and her team, the panel was a statement. It underscored that Black women are not just participating in conversations about the future of technology and storytelling—they are leading them. And they are doing it on a global stage.
With upcoming AI for PR events planned in New York, London, and Johannesburg, Intertwined Agency is creating a movement, one that is focused on accessibility, equity, and creativity. “We are not just building tools,” Robinson said in closing. “We are creating a new way of working, one that brings our voices forward into the future.”
In a time when technology is often seen as impersonal or disruptive, the AI for PR panel reminded the world that when AI is guided with intention and cultural awareness, it can be a vessel for deeper human connection.
To download the AI for PR Playbook and explore upcoming activations, visit IntertwinedAgency.com/ai-for-pr.
Disclaimer: The information presented in this article is for general informational purposes only. The article does not constitute a guarantee. The content should not be interpreted as professional advice, a guarantee of results, or a promise of outcomes.
