As AI disrupts industries, human expertise becomes the new luxury—Virtue PR’s latest research unveils the rise of ‘Mind-Made’ solutions
Dubai, UAE, 2 July 2025: A new study by Virtue PR, a leading PR agency in Dubai, forecasts a dramatic shift in the value of human-driven expertise.
In the next decade, ‘Mind-Made’ products—those crafted by human intellect, strategic thinking, and creativity—will emerge as premium services in an era increasingly dominated by artificial intelligence.
Founded nearly two decades ago, Virtue PR has been at the crossroads of two transformative ages—when press releases were still physically dispatched via courier companies to global media outlets, and the rise of the digital revolution that reshaped the PR industry.
This unique positioning has allowed the company to evolve with time while maintaining a commitment to authentic and high-value communication in the world of premium PR services.
The study draws a compelling analogy between the pre-industrial revolution, when Hand-Made craftsmanship was the pinnacle of quality, and today’s digital revolution, where Mind-Made services—crafted by human intelligence, experience, and storytelling—are becoming the new luxury.
Firas Sleem, CEO of Virtue PR, explains: “Before the industrial revolution, ‘Hand-Made’ meant craftsmanship, exclusivity, and superior quality. Today, we are witnessing the Fourth Industrial Revolution, where artificial intelligence is rapidly replacing human labour. But just as ‘Hand-Made’ products became luxury goods in a world of mass production, ‘Mind-Made’ services—those built on human intellect, creativity, and insight—will be the most sought-after in the AI era.”
The Virtue PR study highlights key industries where ‘Mind-Made’ services will hold unparalleled value:
PR & Strategic Communications – AI can generate press releases, but only human expertise can shape narratives that influence markets, build reputation, and drive real engagement.
Luxury & High-End Consulting – Just as elite brands distinguish themselves through craftsmanship, premium PR will be defined by expertise, not automation.
Executive & Crisis Management – In the digital age, reputation is everything. Businesses need human intelligence, ethical judgment, and emotional nuance—not algorithmic responses.
Creative Branding & Storytelling – AI can produce content, but it cannot craft compelling brand stories that resonate on a human level.
Virtue, a PR firm based in Dubai that has navigated PR’s evolution for over 18 years is now blending timeless PR principles with cutting-edge innovation to deliver results that are both strategic and deeply human.
The study serves as a wake-up call for businesses and brands navigating a digital-first world. While AI is a powerful tool, organizations that invest in ‘Mind-Made’ expertise will differentiate themselves in the marketplace.
“As companies look to maintain credibility and trust in an AI-saturated world, the firms that prioritize human intelligence, creativity, and emotional connection will lead the way,” Sleem added. “Virtue PR has always stood for this philosophy—delivering strategic, premium, and high-impact communication that no AI can replicate.”
Virtue PR is a top PR agency in Dubai, specializing in high-level corporate communications, brand storytelling, crisis management, and strategic reputation building. The agency continues to shape the PR industry with bold, human-driven narratives that set brands apart.
