PRovoke Media has published a feature examining where artificial intelligence will create the most value in public relations and communications, and Entual is at the centre of the argument.
In the piece, PR AI Update: Why AI’s Biggest Opportunity isn’t Content Creation, tech reporter Evan Zimmer makes the case that AI’s biggest opportunity in the field is not content creation but intelligence: helping organisations understand the environments they operate in.
The article highlights Entual, which opened its open beta on May 5, as taking a different approach from tools focused on generative content and workflow automation. Rather than producing more output, Entual helps organisations understand how their brands surface across large language models such as ChatGPT, Claude, and Perplexity.
“The reflex is volume: more output, faster, cheaper,” our founder Alexander Jansen told PRovoke Media, adding that this instinct misses a larger opportunity.
The piece also draws a useful distinction between deepfakes and a more immediate threat. As Jansen frames it, the nearer-term risk is the semi-truthful, truth-adjacent, or selectively framed narrative pushed by credible actors. The article cites a GlobeScan study finding that only 18 percent of corporate affairs teams said they are prepared for a deepfake or AI-misinformation incident.
The conclusion mirrors the thesis behind Entual: AI’s greatest value may ultimately lie not in producing more content, but in helping organisations see those dynamics earlier and respond more effectively.
Read the full article on PRovoke Media.