July 30, 2026
Now is the time when many corporations open their actual (or virtual) doors to a new summer intern class. While internships have become a rite of passage, the current supply of internship spots is outpacing demand. In fact, a Drexel University study found that many companies are backing away from traditional internships; 20% of companies surveyed say they’ll either hire fewer interns or eliminate them completely this year. In addition, internship postings tracked by Indeed last year fell below 2019 levels. Why? Many are pointing to AI’s transformative impact on our ways of working. As Bloomberg describes it, “For some businesses, AI tools such as Claude are the new intern.”
Internships have long been a vital tool for the PR and communications sector to build a talent pipeline. They help up-and-coming communicators stand out in a crowded job market, and they’re a way for soon-to-be and new grads to road-test potential career paths. According to a recent report, “72% of students seek out internships to help them figure out what types of jobs they’d like to pursue in the future.” The benefits also go both ways. For seasoned communicators, engaging with younger generations helps inform client communications that will resonate across generations.
Undoubtedly, technology has transformed many business functions over the last decade in positive, powerful ways. In communications, tasks like research, media monitoring, writing projects and database management – typically tackled by interns or entry-level staff — can now be completed in minutes using AI. But is the ease worth the future impact?
If we begin removing the lower rungs from the communications career ladder, we run the risk of destabilizing the entire structure. At GCI Health, our investment in human potential is a cornerstone of our agency. Extensive onboarding and training ensure our people know how our agency works, and that our agency works for our people. While an investment in technology like AI is table stakes today, it needs to complement, rather than replace, people. While tech can do many things, it can’t build a supportive, empowering agency culture and it won’t weigh in, like so many GCIers did, to make GCI Health a 2026 PRovoke Best Place to Work.
To continue to grow a pipeline for the future and ensure next-gen leaders, it’s critical for agencies to help them thrive. Here’s how we get there:
- Lean into the Basics: Before next-gen talent can use tools like AI to optimize a task, they must master it manually. At GCI Health, the first full month of our internship program focuses on learning the basic building blocks of public relations and communications to build the critical thinking “muscle” required to evaluate what “good” looks like.
- Engage Human Connections: Combat the digital-first disconnect by giving interns “face-time,” either in person or virtually, with senior leaders. Our “All Access Meetings” connect interns with senior leaders across our organization so they can learn more about the craft of communications and the career paths our leaders blazed to get here. The advice, interaction and networking are invaluable.
- Reframe the Entry-Level Value Proposition: It’s important to shift the focus from simply executing to embracing curiosity and context. This means encouraging junior staffers to ask questions and seek understanding of the deeper emotional and human context of healthcare.
Technology is an amazing tool for advancing communication. But our industry’s future is dependent on the quality of our future communicators. Interns and entry level staffers are critical stewards of our work, our industry and our ability to impact the future of health.
Sherry Goldberg, U.S. Chief Executive Officer and Global Chief Operating Officer at GCI Health, leads one of the largest global healthcare communications agencies where she combines visionary strategic leadership with an unwavering commitment to agency culture. A 2024 MM+M Woman of Distinction, Sherry was a catalyst for GCI Health’s internship program and is a member of the University of Florida’s PR Advisory Council. She also serves as a guest lecturer and adjunct professor at the University of Florida.