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Global public relations management platform Muck Rack has published the updated expansion of their survey, to find that more than half of the participating PR pros are leaning into generative AI for creating content. The 2023 State of AI in PR survey shows that over 50% of participating PR professionals are now leveraging generative AI for content creation. The data indicates a substantial surge in AI-generated content, escalating from 28% in March 2023 to 64% in November.
Interestingly, a notable gap exists in the implementation of AI policies among respondent companies. While 22% of PR professionals indicate that their workplaces are actively developing an AI policy, 50% admit the absence of such a policy. Additionally, a lack of AI training and ethics education is prevalent, with most employees reporting that their companies do not offer these resources.
Given the hot water generative AI is currently in for the creative industry, PR companies have been more careful in disclosing the amount of copy produced using the said technology for their clients. Firms are exercising caution in disclosing the extent of AI-generated content for clients, especially for written copy and social media posts, to avoid the online consensus of AI content being “soulless” and “inauthentic.”
The survey reveals a disparity in viewpoints, with only 19% of PR professionals at agencies believing AI use always needs to be reported to clients, compared to 35% at brands. Conversely, 6% of brand professionals believe AI use never requires disclosure, while 21% at agencies share this perspective.
PR professionals propose extensive editing of AI-generated output to address concerns about AI’s potential impact on employment. Apprehension regarding the overreliance on trained technology persists, as 68% worry about the next generation lacking foundational knowledge due to excessive reliance on AI.
A staggering 95% of PR professionals express concerns about unchecked AI content, citing high risks for brands. Examples of cited unchecked content are technical errors like repetitive sentences, distorted imagery, and the general lack of depth when it came to copywriting. Privacy and security concerns are also prominent, with 39% of respondents emphasizing these issues.
Looking ahead to 2024, the projection is an upswing in generative AI usage in PR. Muck Rack and industry peers anticipate that ongoing developments in AI could mitigate current concerns, encompassing ethical considerations, employee training gaps, and security issues.
