#166 – What does it really take for PR and communications teams to adopt AI with intention?

In this episode we sit down with Samantha (Sam) Stark, Founder and Chief Strategist of Phyusion, a consultancy helping communications teams work with generative AI. With more than 25 years of agency experience including at Endeavor’s 160over90, Ketchum, Burson-Marsteller and Rubenstein PR. Sam has become one of the most influential voices shaping how communicators build and work with AI systems. She was recently named to PRWeek’s AI 25, recognizing leaders redefining the future of the profession. In this conversation, Sam breaks down the four stages of AI maturity – exploring, building, scaling, and leading – and explains where most PR teams sit today. She demystifies AI agents, describing how “smart interns” and “highly skilled junior team members” can reshape workflows, reduce bottlenecks, and elevate the craft of communication. We explore topics of human judgment, where AI can accelerate work, how AI can help manage and assess reputational risk, and what can be done to prepare teams for the cultural shifts ahead. Whether you’re a CCO, agency leader, strategist, or practitioner navigating the AI transition, this episode offers a clear, grounded framework for becoming a part of AI’s evolution in communications.