NikNak PR

Words by Anika Berger, Founder of NikNak PR

CABSAT 2025 was a whirlwind—in the best way. Packed with media heavyweights and sharp thinkers, the Content Congress felt like the industry taking a deep breath and going, “Right. This is real now.”

AI was the clear thread running through every panel. Not as a gimmick, but in a “this is now part of the job” kind of way. Whether it was the Adidas floral ad campaign created with AI, or a masterclass using tech to bring Agatha Christie’s work back to life, it was clear: the future is already shaping how we tell stories. And honestly? As PRs, we need to catch up. Fast.

There were some sobering moments—questions around bias, misinformation, and regulation—but also exciting ones. AI can help us go further creatively if we know how to use it. But it doesn’t replace instincts, taste, or knowing what actually makes content good. That still comes down to us.

The panels hit hard:

• Who controls the narrative now? Algorithms might nudge content in certain directions, but audiences still have the final say.
• Content is king—but distribution is the whole royal court. No more throwing things out and hoping they land. Strategy matters (which I think we can all agree is nothing new, but so easily forgotten)
• News reimagined showed how people (young and old) trust social media more than TV for updates. Traditional media isn’t dead, but it needs a rethink.
• And, lol moment of the day: “Don’t ask AI stupid questions—it uses too much energy.” (Noted…)

My biggest takeaway? Emotional intelligence is still our secret weapon. AI can do a lot, but it can’t understand people the way we do. That’s where we lead—by being human, curious, and intentional with the stories we tell and where we place them.

If you’re in PR, media, content—whatever lane you’re in—this is your nudge to start experimenting. The shift has already happened. Now it’s just about how you show up in it.

P.S. Want to see what a hot girl walk through CABSAT looks like? Head to @niknak_pr on IG for the behind-the-scenes reel 🙂