What McKinsey’s AI Pivot Means for PR and Communications Agencies

McKinsey didn’t just adopt AI.
They’re rebuilding the firm around it.

And if you’re running or working inside a PR or communications agency, it’s time to pay attention.

Because the future is already taking shape — and it doesn’t look like a bigger tech stack or a snazzier PowerPoint deck.

It looks like fewer people doing smarter work, with AI quietly humming in the background.

Let’s break it down.

Clients don’t want decks. They want outcomes.
McKinsey is shifting from traditional strategy consulting to implementation, systems-building, and skill development.
From “here’s a report” to “here’s the transformation.”

PR and comms leaders should be asking:
Are we handing over plans, or are we helping execute?
Are we delivering insights, or are we delivering business impact?

The days of glossy presentation files as final deliverables are fading.
Clients want progress they can see — not slides they can skim.

AI isn’t a bolt-on. It’s baked in.
McKinsey’s internal AI agents now write decks, summarize research, take notes, and check logic.

That’s not a cool side project.
That’s operationalized AI.

Most PR agencies are still in the “try this cool tool” phase.
McKinsey is in the “we’ve restructured how we work” phase.

Ask yourself:
What’s your agency automating right now?
And more importantly — what could be?

Teams are shrinking. But value is growing.
McKinsey used to put 14 people on a strategy project.
Now they’re doing it with 3 — plus a few AI agents.

This isn’t about layoffs.
It’s about rebalancing where the value lies.

PR firms should take note.
If your team is built to produce volume, you’re at risk.
If it’s built to deliver judgment, strategy, and creativity — you’re in the right place.

Average is automated. Distinction is in demand.
McKinsey’s leadership put it bluntly:
The “basic layer of mediocre expertise” is being replaced by AI.

That means what used to pass as “good enough” — the press release boilerplate, the generic media list, the regurgitated blog post — is no longer a value-add.

The edge now is human:
Nuance.
Narrative.
Strategic intuition.

Your ability to frame issues, anticipate reactions, and connect dots is what sets you apart — not your ability to format a coverage report.

AI is no longer a differentiator. It’s the baseline.
40% of McKinsey’s revenue is now tied to AI and related technologies.

It’s not their USP.
It’s the price of admission.

If you’re still selling AI adoption as the “new shiny,” you’re already behind.

What matters now is how you deploy it.
How it transforms your workflows.
How it helps you deliver better thinking, faster.

The fastest learners are winning.
McKinsey’s talent strategy has changed.

They’re not just hiring for pedigree or polish.
They’re hiring for adaptability.
For the ability to learn quickly.
For the capacity to collaborate across humans and machines.

PR leaders should be doing the same.

Because in this new era, the most important skill isn’t knowing the answers.
It’s knowing how to evolve when the answers change.

Final thought
This isn’t just a consulting story.
It’s a blueprint for what’s coming next in every knowledge-driven field — and PR is no exception.

The firms that thrive won’t be the biggest.
They’ll be the most adaptive.
The most strategic.
The most willing to rethink what they do and how they do it.

McKinsey didn’t wait to be disrupted.
They disrupted themselves.

Your move.