Muck Rack’s latest report shows that 75% of public relations professionals now incorporate generative AI into their everyday work, marking a significant increase from the previous year.

This development shows that AI is becoming increasingly important in various areas, such as content enhancement, manuscript creation, idea generation, and research execution.

A recent study shows that 93% of individuals using AI experience enhanced work efficiency, while 78% observe a significant improvement in the quality of their output.

Despite this, challenges arise from the swift implementation.

PR professionals worry about the heavy reliance on AI tools, particularly among newcomers who neglect to master foundational principles. Many respondents worry that newcomers may depend on AI-generated content without doing enough research, potentially undermining creativity and originality in the industry.

Check out: “AI drives ethical data governance solutions”

Additionally, 57% of professionals in the field actively use paid AI services, showing a clear shift towards more advanced solutions. Only 38% of companies have set clear guidelines for the use of AI, despite its growing importance. Moreover, many organisations still lack formal training programmes, leaving PR teams without adequate guidance on best practices.

Generative AI holds undeniable potential, despite the associated risks. Boosting productivity, streamlining research processes, and enabling content creation stand out as key benefits.

However, the potential undermining of human content creators, issues of plagiarism, and questions of authenticity arise as AI technology advances.

There is a disagreement among PR professionals regarding the extent to which they should disclose their use of AI, with agencies being more transparent than corporations.

To use generative AI effectively, public relations professionals must follow the ethics that define their profession.

Leaders in public relations must be wary that AI, despite its productivity-boosting potential, could stifle innovation, creativity, and the importance of human communication skills.

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