Generative AI shifted in several important ways this quarter, and each one affects how organisations are found, understood and evaluated inside LLMs.

For communicators, these updates highlight both risks and opportunities: from how stories get discovered to how creativity is shaped by algorithms. Here is what PR and comms leaders need to know about AI this quarter.

AI keeps advancing fast, and it’s becoming a core driver of communication, content, and strategy. In Q2 2025, we saw generative AI move from buzzword to baseline, with updates that are reshaping how people search, how brands show up, and how communicators make decisions.

From China’s growing influence in AI to the latest progress in artificial general intelligence (AGI) and the rise of AI agents as active team members, this quarter has set the stage for what’s next.

This quarter has seen key developments such as the rise of autonomous AI agents, advancements in generative AI tools, and increasing focus on ethical considerations and regulatory compliance.

In this article, we’ll explore the latest AI developments from industry leaders like OpenAI, Apple, Microsoft, and Google, highlighting key trends and updates that PR and communications professionals can leverage to stay ahead in their field.

It’s getting hotter and hotter out there, and the world of AI development is no exception. With rapid advancements and significant changes occurring daily, staying informed is crucial. We believe in AI’s potential to boost creativity and productivity, and that’s why we’re digging into the latest updates from Q2.

Artificial Intelligence (AI) is the ultimate intern in the technological landscape, demanding continuous oversight and careful management. While its capabilities are vast, the spectre of misuse and unintended consequences casts a formidable shadow. Yet, recent steps in AI development offer a glimmer of optimism, signalling a movement towards more ethical practices.