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WHAT IS THE ROLE OF RELATIONSHIP CAPITAL IN THE AGE OF AI? – PRAM Consulting s.r.o.
INTRODUCTION
In June 2026, the PR in Cannes conference,
organised by PRAM Consulting under the
patronage of ICCO as part of the Cannes Lions
International Festival of Creativity, confirmed
that artificial intelligence – and technology more
broadly – is fundamentally changing the way
people search for, process and verify information.
Although AI dominated dis-
cussions throughout the fes-
tival, the conference’s central
takeaway was surprisingly
human: in the age of AI, trust,
reputation and long-term re-
lationships will become more
valuable than ever.
This is precisely why the con-
cept of Relationship Capital
is taking on new significance. It
The growing importance of Re-
lationship Capital is further rein-
forced by this year’s study from
the International Communica-
tions Consultancy Organisation
(ICCO). While the report shows
that 81% of agencies already use
AI in some form to automate
routine tasks and accelerate
content creation, it concludes
that human judgement, trust
and the ability to build lasting
relationships will increasingly
become the true drivers of
value. According to the study,
the quality of relationships with
key stakeholders is emerging
as one of the most important
factors underpinning organisa-
tions’ long-term resilience and
growth. In other words, Relation-
ship Capital is no longer simply
acommunications discipline – it
has become one of the most
valuable strategic business as-
sets of modern organisations.
represents the network of long-
term relationships organisations
build with customers, employ-
ees, business partners, the
media, industry experts, insti-
tutions and other stakeholders.
These relationships have always
shaped corporate reputation.
Today, however, they also shape
the information ecosystem
from which generative AI sys-
tems draw their responses.