FASCINATED AND FRIGHTENED: HOW ARE COMMUNICATIONS PROFESSIONALS VIEWING THE AI OPPORTUNITY AHEAD? 

The current relationship between the communications industry and AI is reminiscent of how society has responded to other revolutionary innovations in human history: An emotional cocktail of fascination and trepidation.  

But here’s the good news: Our survey finds most communications leaders believe AI to be important and feel a sense of urgency and recognition that change is happening quickly. 

How can communications professionals lead the narrative on AI adoption in the industry? 

In partnership with the USC Annenberg Center for Public Relations, WE Communications surveyed nearly 400 communications leaders across the United States to understand their expectations on AI and the impact it will have on the industry.  

WHAT WE FOUND

• Only 16% of communications professionals say they are extremely knowledgeable about applications of AI in communications.  
• 23% of communicators say their organizations are currently making changes to the way they work due to new AI tools.  
• Content creation is where AI is showing up the most in the day-to-day work of PR professionals surveyed, with 57% saying they use it in some way to produce press releases, blogs, social posts, et cetera.  
• More than two-thirds of survey respondents say AI will have a positive impact on the speed and efficiency of certain work tasks, and 72% say it will help reduce workloads.