2026年公关（PR）行业人工智能应用现状报告

STATE OFAI IN PR Executive summary •Generative AI use has peaked at76%, largely unchanged from last year, indicating those that want tohave adopted the new technology and those who are against it are unlikely to shift. •Companies are adapting to AI.51%of PR pros say they work somewhere with an AI use case policy,up from21%in 2024.43%say their work offers AI training, up from21%in 2024. further59%say they’ve heard of them, but do not utilize them in their work.•The7%of PR pros who do not use generative AI tend to cite environmental or ethical concerns in their decision. They say there is very little that could encourage them to use AI. The17%of PR proswho are on the fence, say that training and practical examples could get them to pick up AI.•75%of PR pros say they use a paid AI service, a big jump from the57%who said the same last year. An overview ofPR pros using AIThis section includes views from both PR pros who already use AI and those who do not AI use has peakedat around 75% Compared to the figures from lastyear, the distribution of AI use hasbarelychanged. generative AI in their workflow whileabout10%plan to explore them.Those unsure or against their use heldsteady at6%and7%respectively. No, I do not plan to explore themI plan to explore generative AII’m not sure More than half ofPR pros have AIpolicies at work 51%of PR pros now report having anAI use case policy at work. This figuremore than doubled since 2024when we began asking the question. policy decreased from50%in 2024to28%now.16%say their companyplans to have one soon. Companies step upwith AI training More PR pros than ever are receivingon-the-job AI training. Since 2024,that figure has more than doubledto43%. This still leaves more than athird,37%, without training and16%saying training is coming soon. Brands and agenciesare getting closer on AIdisclosure practices Last year,37%of PR pros at brands saidthey want their agency to disclose AIuse all the time. This figure dropped to29%in 2026. disclosure some of the time in 2025.In 2026,26%say the same.Overall, these shifts point to a closer alignment of AI disclosure practicesbetween brands and agenciescompared to last year. Which of the following best describes your company’sstance on AI right now? Most PR pros work at acompany that encouragesAI experimentation Only4%of PR pros worksomewhere that actively restrictsor discourages AI use, while justunder10%say the new tools aremandatory. The majority,63%, saytheir workplace encourages them toexperiment with generative AI. How PR prosuse AI today 82% of PR pros say AI increases the quality of their workwhile 93% say it speeds up the process Do you feel AI has made the quality ofyour work better or worse? PR pros use AI in anaverage of 4 distinctareas of work Writing and research tasks top thecharts.86%say they’re using the toolsfor editing and refining their writing. it for research and content creation.More than halfsay they use it foradministrative tasks and strategy. What types of information would you avoidentering into an AI system? Most PR pros keep sometypes of data away from AI 77%say they avoid entering financialdata in AI. Just under70%say the sameof personally identifiable information andproprietary materials. and brand names and internal comms. Almost all PR pros editAI output, but edits aregetting less extensive 98%of PR pros say they always oroften edit the text generated by AIsystems. The depth of those edits hasbeen decreasing for the last two years. have to make edits to most of the textAI outputs. In 2026, that figuredropped to45%.Meanwhile, the portion of them that make edits to only a few paragraphshas been growing from30%in 2024to44%in 2026. PR pros continue tosee the biggest riskof AI is to the nextgeneration they worry about the next generation ofworkers not learning the foundations of theindustry due to AI use. AI output while similar amounts say contentmay not be as original and firms may thinkthey don’t need content creators anymore.These figures arelargely unchangedfrom last year.In the “other” category, people expressed fear of unsubstantiated information makingits way into releases, environmental threatsand job displacement. Three out of four PR prosare using paid AI tools In 2025,57%of PR pros reported they useat least one premium AI tool. Today, thatfigure sits at75%. Additionally,43%of PRpros use more than one paid AI tool. 77% of PR pros brainstormwith AI at least once a week 38%say they use AI to brainstorm ideas,headlines or messaging daily whileanother39%say they use it weekly. Time savings fromAI mostly comesfrom writing andresearch tasks PR pros say they’re saving themost time by using AI tools forcontent creation,59%, editing,53%, and research46%. Which new skills do PR professionalsneed to work effectively with AI? Prompt engineering andethical decision making arenew skills PR pros need In order to work effectively withAI,85%of PR pros say they needto deve