Skip to content

PR PROS TURN TO AI, TRANSPARENCY FALLS SHORT

By REBECCA PARDON

Use of AI tools among PR pros has almost tripled since March 2023, with three out of four now using the technology.

A new report from Muck Rack reveals that 75% of PR professionals now use AI, citing improved productivity and quality of work.

The report reveals a gap in transparency, however. While 37% of brand professionals expect full AI disclosure from agencies, just 20% of agency PR professionals consistently disclose their AI use.

The study also finds that 93% of PR professionals believe AI boosts efficiency, and 78% claim it improves the quality of their work.

AI-generated text is increasingly used without edits, with the number of PR professionals modifying AI output falling from 61% to 51% in the past year.

Despite AI’s growing role, over half of companies still lack clear guidelines for its use. Among those with guidelines, 60% follow them. The findings indicate a transitional period for the industry, as PR professionals balance AI’s benefits with concerns about preserving key skills and human creativity.