Executive summary
·Aluse has exploded this year.The number of PR pros who said they use generative Almore than doubled from 28%in March to 64%in November.
· Brands and agencies don’tmatch up on expectations to disdlose Al use.21%of agencyPR pros say they never disclose their Al use to the dlients.Only 6%of pros at brands thinkthat’s the right move.
·74%ofPR pros report an increase in the quality of their work using Al and 89%say theycomplete projects more quickly with Al.
· While unscrutinized Al output was deemed a major risk by 63%of PR pros using Al,95%say they’re editing their Al output.
· Writing copy for social media is the most popular use for Al,according to 64%of PR pros.More than twice asmany PR pros report
using Al now comparedto March 2023
When polled by Muck Rack in March,28%ofPR pros said they already usegenerative Al in their workflow.That
number has more than doubled to 64%saying they use the new technology.
The number of people whowere eithernot sure they wanted touse Al or hadno plans ofusing it,both decreasedsubstantially from 24%to 8%and 15%to 5%respectively.
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