75% Of PR Professionals Use Generative AI
The adoption of generative AI among PR professionals has surged, with 75% now incorporating it into their workflow, up from fewer than two-thirds last year and only about a quarter in early 2023, according to a new report from Muck Rack. Another 13% plan to explore AI, while only 6% have no interest in doing so. Additionally, 57% of PR professionals using AI are investing in at least one paid tool. As AI becomes more common, companies are also formalizing their policies, with 38% now having an AI use case policy (up from 21% last year) and 35% offering AI training (up from 21%).
Transparency around AI use is also increasing. More than half (54%) of brand respondents expect their agencies to disclose their use of AI, at least some of the time. Likewise, 50% of agencies report informing clients about AI usage, marking an increase from the previous year’s 43%. AI continues to drive productivity gains, with 93% of PR professionals stating that AI helps them complete projects faster and 78% believing it has improved the quality of their work.
The most common ways PR professionals use AI include brainstorming (82%), writing first drafts (72%), and refining drafts (70%). Many also rely on AI for research (59%) and writing social copy (59%). Looking ahead, PR professionals anticipate AI’s biggest impact will be on research and list building (65%), brainstorming (62%), and writing first drafts (57%). However, most users (89%) still edit AI-generated content, though fewer report making significant edits compared to last year.
Despite AI’s benefits, concerns remain. A growing number of PR professionals (75%, up from 67% last year) worry that newer professionals may over-rely on AI and fail to develop fundamental PR skills. However, concerns about audience fatigue due to AI-generated content have declined, with only 33% expressing this concern, down from 41% last year. As AI adoption continues to rise, PR professionals must balance efficiency gains with ethical considerations and skill development.
Key Actionable Takeaways:
Invest in AI Training – Ensure teams are equipped with AI literacy to maximize efficiency while maintaining critical PR skills.
Develop Clear AI Use Policies – Establish guidelines on how AI should be used in PR workflows to ensure ethical and effective adoption.
Maintain Transparency with Clients – Regularly disclose AI use in content creation to align with growing industry expectations.
Leverage AI for Productivity Gains – Use AI to streamline brainstorming, first drafts, and content refinement while preserving quality control.
Use AI to Enhance Research and List Building – Capitalize on AI’s efficiency in data gathering and list creation to improve PR outreach.
Balance AI Efficiency with Human Oversight – Always review and refine AI-generated content to ensure accuracy and alignment with brand messaging.
Encourage Human Creativity – While AI assists in ideation, foster original thinking to maintain authentic and engaging PR strategies.
Monitor AI’s Impact on Brand Perception – Keep track of how AI-generated content influences audience engagement and brand reputation.
Address Concerns About Over-Reliance on AI – Develop mentorship programs to ensure junior PR professionals build foundational skills beyond AI assistance.
Stay Ahead of AI Trends – Regularly evaluate emerging AI tools and trends to remain competitive and adaptable in an evolving PR landscape.
