In this interview with TechBullion, Alexander Storozhuk, founder of PRNEWS, shares insights on how AI is reshaping content marketing while reinforcing the enduring importance of human creativity and editorial integrity. With over 20 years in digital media, Storozhuk discusses how AI enhances efficiency through automation and data analysis, but emphasizes that trust, storytelling, and authenticity remain irreplaceable. He advises marketers to embrace AI as a tool, not a threat, and highlights strategies for staying competitive, including building authority, maintaining quality, and leveraging diverse formats. PRNEWS continues to blend technology with human-driven content to deliver impactful campaigns.
Please tell us more about yourself.
I’m Alexander Storozhuk, founder of PRNEWS.IO. My journey in digital media started in 2004, in Ukraine, when I developed a news distribution system to help businesses share their corporate updates. Over time, this evolved into PRNEWS.IO, a global platform that connects brands with over 100,000 media outlets worldwide, in a cost-effective and predictable way. In 2018, thanks to Estonia’s digital identity program, e-Residency, we were able to establish the company in Estonia and expand sales in the European market.
With over two decades in digital communications, I’ve witnessed firsthand how content marketing has evolved and how emerging technologies like AI are reshaping the landscape.
As the founder of PRNEWS.IO, how do you perceive the current landscape of content marketing, especially with the rapid advancements in artificial intelligence?
Content marketing is undergoing a profound transformation, driven by AI-powered tools that enhance efficiency, personalization and data-driven decision-making. We are early adopters of AI and are already fully engaged in using it as a personal assistant and helper, as well as generating scripts for spreadsheets and automating data mapping.
While AI can automate certain aspects of content creation and distribution, the fundamental principles of content marketing remain unchanged — brands need credibility, human connection and trust. In my opinion, the businesses that are likely to succeed in the near future will be those that effectively analyze data flows and extract insights that were once too expensive or complex to obtain. This will provide them with new momentum and additional points of growth.
Many professionals fear that AI will replace jobs in content marketing. How do you address these concerns, and what role do you see AI playing in the future of content creation and distribution?
AI is not about replacement; it’s about augmentation. While AI can automate repetitive tasks such as keyword optimization, content structuring and data analysis, the creative and strategic aspects of marketing still require human expertise. Professionals who embrace AI to simplify workflows and enhance content personalization will have a competitive edge. The key is to see AI as a tool that supports human creativity rather than a substitute for it.
Despite the rise of AI-generated content, why do you believe news websites and blogs will continue to remain relevant in the digital marketing ecosystem?
News websites and blogs serve as trusted sources of information, backed by editorial integrity and journalistic standards. AI-generated content, while efficient, often lacks the credibility and depth that content professionals provide. Consumers and businesses still seek expert opinions, industry insights and original reporting. While AI can generate vast amounts of content, it cannot replace the trust that audiences place in reputable media sources.
How can SEO agencies and guest posting experts leverage AI tools to enhance their services and build profitable businesses in 2025 and beyond?
AI-powered tools can help SEO agencies and guest posting professionals optimize content, conduct in-depth keyword research, analyze competitors, do research and personalize outreach strategies. However, the real value comes from strategic human intervention — crafting compelling narratives, establishing relationships with publishers and ensuring brand alignment.
What strategies would you recommend to content marketers to stay competitive in an AI-driven industry?
Content marketers should focus on:
- Building authority: Thought leadership and expert-driven content will always hold value.
- Leveraging AI for efficiency: Automate research, analytics and content repurposing while maintaining creative oversight.
- Prioritizing authenticity: Audiences resonate with genuine stories, case studies and real-world insights.
- Diversifying content formats: Incorporating video, podcasts and interactive media to engage different audiences.
How does PRNEWS.IO ensure the authenticity and quality of content in an era where AI can generate vast amounts of information?
We ensure authenticity and quality by relying on a human-driven editorial process. We work closely with brands and publishers to maintain editorial integrity, ensuring that all content meets quality standards and aligns with each media outlet’s guidelines.
For our own content — whether articles pitched to media outlets or contributor columns — our PR team and copywriters ensure that each piece is backed by data, statistics and case studies. AI is used for initial research and idea generation, but the structure, narrative and refinement remain human-driven to maintain credibility and engagement.
In what ways can human creativity and AI complement each other in content marketing to produce more effective campaigns?
AI can analyze trends, optimize distribution and generate data-driven insights, while human creativity crafts narratives, builds emotional connections and ensures brand authenticity. The synergy between AI and human expertise allows for highly personalized, engaging and impactful content campaigns. When used correctly, AI enhances efficiency, but it is human creativity that makes content resonate with audiences.
What are the potential challenges that AI presents to content marketing, and how can professionals mitigate these challenges?
Some challenges include:
- Content saturation: AI can generate vast amounts of content, making it harder for brands to stand out.
- Authenticity concerns: AI-generated content lacks human nuance, which can lead to credibility issues.
- Misinformation risks: Poorly trained AI models may produce inaccurate or misleading content.
To mitigate these challenges, marketers should focus on high-quality, editorially reviewed content and maintain a strong emphasis on thought leadership and credibility. Ensuring content is insightful, well-researched and human-driven will be key to maintaining audience trust.
Looking ahead, what innovations do you foresee in content marketing, and how is PRNEWS.IO preparing to adapt to these changes?
The future of content marketing will be shaped by AI in ways we are only beginning to understand. We will see smarter analytics that help brands truly understand their audiences, leading to more relevant content and better engagement. AI-generated visuals, videos and even interactive experiences like augmented reality will push creative boundaries, making content more dynamic and personalized.
At PRNEWS.IO, we see AI as a tool to enhance — not replace — what we do best. We use it to improve efficiency, analyze trends and support content strategies, but the core of our work remains human. Storytelling, credibility and trust can’t be automated, and that’s where our focus will always be.
