A new CIPR report warns that the public relations profession is “sleep walking into artificial intelligence” and is notably trailing behind other professions in preparations for a high-tech future.

The #AIinPR panel report – ‘The Effects of AI on the Professions: A Literature Repository’ –provides a comprehensive overview on the impact AI has and will have on professions. After having touched on general themes, including AI’s impact on specific sectors and professions, the most and least affected group of workers, and the related technologies, the report urges PR professional to undertake a systematic review of how AI is used in communications.

Looking to the future, the #AIinPR report suggests particularly focusing on the workforce, such as transition issues for the existing employees, the ethical implications of AI and providing a review of the training courses that will equip professionals in the coming year.

“Unsurprisingly this review finds AI will undoubtedly change the nature of work, and specifically impact those offering professional services. It also suggests AI will disproportionately impact specific groups – particularly women, ethnic minorities, those without qualifications and entrants to the profession. This report doesn’t advise how to navigate the use of AI but is designed to enable direct access to a suite of resources for readers to inform themselves,” says Anne Gregory, former chair of the Global Alliance and co-author of the report.

According to Kerry Sheehan, CIPR AI chair, although PR is less at risk of job losses compared to other professions it will still be significantly affected by automation.

“PR has a vital societal and organisational role to play in the debate on AI but it needs to better prepare itself with practitioners upskilling to work smarter, faster in their roles but also becoming equipped to advise on AI adoption and deployment within organisations and business and to its stakeholders and society. It is our role, debate no longer on our own swim lanes and must help drive business and organisations forward,” she says.

The report was supported by the CBI, the Alan Turing Institute and the UK Government Office for AI.