Jan 4, 2024 - Technology

PR professionals flock to AI tools

Share of PR professionals who say they plan to explore generative AI in their workflow
Data: Muck Rack; Chart: Axios Visuals

The number of PR professionals who use generative AI has more than doubled since March 2023, according to a new Muck Rack report shared first with Axios.

Driving the news: Muck Rack surveyed 1,001 PR professionals from Nov. 2 to Dec. 14 and found that 64% have incorporated generative AI tools into their workflow, compared to just 28% in March of last year.

Yes, but: Only 21% of workplaces have AI policies in place and only 1 in 5 currently offer AI training for employees, per the survey.

By the numbers: 74% report that AI has increased the quality of their work, while 89% say AI has increased their productivity and speed.

  • Writing social media copy is the most common use case, followed by conducting research, writing press releases and crafting pitches.

Zoom in: 70% of those surveyed are concerned that clients might think AI can replace them — specifically when it comes to content creation.

  • This could explain the disconnect between agencies and clients when it comes to disclosing the use of AI.
  • More than one-third of in-house communicators think AI use should always be disclosed by their agency partners, while only 19% of those within agencies agree.

The other side: Some PR practitioners still remain skeptical.

  • Of those that are not interested in using AI tools, 43% say the output is too unpredictable, 40% have concerns about privacy, and about 1 in 3 don't believe AI can help them do their job better.

What they're saying: "2023 was the year of experimentation with this new technology and it appears most communications and PR professionals have embraced it ... showing that generative AI is likely to have a permanent place in the communicators toolbox," says Muck Rack CEO and co-founder Greg Galant.

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