Is AI dreaming of public relations?

Find out the answer in our report.

There is no more topical question today than that of the impact of artificial intelligence on work, communication, human relations and a host of other issues related to social and economic development. Referring to the perverse title of our study (taken, of course, from the prose of P. K. Dick), AI today dreams not only of PR, but of every domain of our functioning.

In our survey, we ask not only about PR professionals' attitudes towards AI, but also about their inclination to understand it and explore it further. We wanted to find out whether artificial intelligence is a tool for everyday work or just a realm of plans? What role do they assign to AI and what tasks are they willing to use it for? We also asked about anticipated risks and concerns.

Key findings

PR professionals enthusiastic about AI

Almost 70% of the survey participants have a positive or very positive attitude towards the introduction of AI tools at work. 29.4% have already introduced AI tools into their work and another 41.2% plan to do so.

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AI is a good assistant, not a mentor

The vast majority of respondents (92.9%) assign AI a supporting role.

PR professionals want to learn learn and have the budget

Almost all participants in the survey (97.6%), indicated that PR agencies and PR professionals should develop competencies using AI tools.

Disinformation a greater concern than loss of jobs

Among the risks associated with the introduction of AI, respondents cited misinformation (85.9%), lower quality of work performed (63.5%) and the generation of biased content (56.5%).

PR professionals don't want to pay for work done by AI

The introduction of AI tools by PR agencies does not at all mean that companies will want to allocate additional budgets to this. For 52.9% it is not important when defining the budget, and 16.5% would even like to pay less.