New Muck Rack report states most PR pros use generative AI at work
Muck Rack released its third State of AI in PR report, featuring data and insights from 1,000+ PR pros on how AI is shaping workflows and transforming the industry. A few key insights:
The number of PR pros using AI at work continues to grow at a high rate. Today, three out of four PR pros use generative AI at work, nearly triple the amount compared to March 2023. AI holdouts hold steady at 6%, similar to the figure in their 2024 report. The number of PR pros planning to explore AI is shrinking due to widespread adoption of the technology. AI holdouts hold steady at 6%, similar to the figure we saw in their 2024 report.
More than a third of PR pros report access to AI training at work. This includes guidelines on company policy, or how to get the most out of the new technology. Agencies are leading the charge here. While 31% of PR pros at brands report access to training, 43% of those at agencies say the same thing.
One of the few responses that remains unchanged year-over-year: PR pros at brands often want full disclosure when their agency counterparts use AI. 37% at brands say they want AI use disclosed all the time, while 39% say “it depends.” Meanwhile, 20% of PR pros at agencies disclose all of their AI use.
38% of companies now have AI policies in place, up from 21% last year. But more than half, 55%, don’t have anything in place. This likely means many PR pros are working with AI, yet they don’t have guidance on best practices or how and when to disclose its use.
More here.
