New Muck Rack Report Reveals Generative AI Is Now Essential for PR Professionals

Use among PR professionals nearly tripled by March 2023

Generative AI has become a cornerstone of public relations, with 75% of professionals using the technology. Of those who use it, 78% say it increases the quality of their work and 93% say it speeds up their work, according to Muck Rack’s third State of AI in PR report. The report surveyed more than 1,000 PR professionals to explore how AI is shaping workflows and transforming PR and communications

Top AI use cases in PR

Brainstorming and writing tasks remain the main use cases for AI in PR. The survey revealed that 82% of professionals use AI for brainstorming, 72% use it for content writing and 59% rely on it for research and copywriting. and social media. Fifty-seven percent report using at least one paid AI tool.

Marketing Technology News: MarTech Interview with Kelly Hopping, CMO @ Demandbase

There are some areas where AI is less often used. Only 21% said they use AI to find journalists.

Interestingly, PR professionals edit AI output less frequently than in previous years. In 2024, 61% said to revise most of the text output; in 2025, this figure has fallen by 10%. This change likely reflects improvements in AI capabilities.

AI policies and workplace training

Despite widespread adoption, more than half of companies lack formal AI use policies. Among organizations with guidelines, nearly 60% of PR professionals follow them closely. Access to AI training also remains limited, with more than a third of respondents reporting formal workplace education on the tools.

There is a noticeable gap in expectations between brands and agencies. While 37% of brand professionals support full disclosure of the use of AI by their agency partners, only 20% of PR agency professionals disclose their use of AI AI all the time.

Marketing Technology News: How DAM Platforms Are Evolving Today – Impact of AI in Digital Asset Management

Concerns about AI in PR

PR professionals remain cautious about AI risks. The main problems include:

• Over-reliance by newcomers on AI instead of learning industry basics
• AI output without scrutiny
• The potential for customers or businesses to underestimate human content creators

Those not yet using AI also cited environmental concerns.

Source link