What the World’s Leading Independent Agencies Are Talking About

I just returned from the PROI Global Summit, where 74 partner agencies from 50 countries in the Americas, Asia-Pacific and EMEA gathered to share ideas, sharpen strategies, and explore what’s next for communications in a world transformed by AI and other volatility. For more than two decades, Jackson Spalding has been part of PROI, our global network of independent, best-in-class agencies, working shoulder to shoulder with partners who are not only collaborators but catalysts—helping us extend our clients’ reach and sharpen our thinking. In today’s fast-shifting environment, these global relationships are more vital than ever.  

Amid all the innovation and uncertainty, a powerful throughline emerged—three truths that anchor how we think, lead, and serve. 

In the Sea of Change, What Remains Steady:  

1. PR Remains a Critical Business Driver in the Age of AI.

In a world of constant disruption, economic uncertainty, shifting algorithms, and the rise of generative search—strategic communication is about clarity, credibility, and measurable impact. The next era demands communicators who can combine data-driven intelligence with human insight to shape strategies that build and protect a brand’s reputation. Around the PROI network, we’re seeing this shift take shape. In Australia, our partners at SenateSHJ developed the Crisis Index 300, a reputational benchmarking tool that quantifies the financial fallout of corporate crises using real market data—tracking share price drops, recovery timelines, and earnings per share. At Jackson Spalding, we’ve built Radar, our predictive analytics platform that uses AI modeling and large datasets to help brands anticipate risk and strengthen stakeholder trust in real time.  

2. Agency Agility is the Speed Boat in a Sea of Change.

Paul Holmes from O’Dwyers led a conversation around innovation. At the heart of Holmes’ perspective is the belief that independent agencies are uniquely positioned to lead in this moment of transformation. An entrepreneurial spirit, strong culture, and values-first mindset make for bold innovators—more willing to take important leaps, pivot quickly, and build value-based products for clients. Independent agencies are free to reimagine business models in ways that align with client needs. I know Jackson Spalding’s entrepreneurial spirit empowers us to move fast, stay close to our clients, and design solutions that are as human as they are innovative.  

3. “RI” Remains the Other Critical Intelligence.

Much of the conference focused on technology, innovation and, of course, AI. But equally the conference focused on the importance of strong relationships. Jackson Spalding founder Glen Jackson underscores the importance of “RI” or “Relational Intelligence.” He said, “I don’t believe AI will ever replace RI. In some form or fashion, we will continue to work in a relational economy. People still need to connect with others, see one another face-to-face and build meaningful relationships that foster trust, the most important five-letter word in all of business.”  

As technology accelerates, relational intelligence (RI) becomes the differentiator. Trust, empathy, and shared understanding can’t be coded into a bot. At JS, we believe the future of communications is not AI vs. RI—it’s AI and RI, working in tandem to build smarter, stronger relationships. Whether it’s a key business introduction or insights pulled from a predictive model, our commitment is to help clients achieve growth: by building their brand, protecting their brand and capturing demand.

These insights are just a glimpse into how we support our clients in real time: anticipating risk, embracing innovation, and leading with trust. If your brand is navigating change and looking for a partner who’s both bold and grounded—we’re ready to chart that course with you.