2026年公关（PR）行业人工智能应用现状报告

JANUARY 2026 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. 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. An overview ofPR pros using AI 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. Just over75%of PR pros report usinggenerative AI in their workflow whileabout10%plan to explore them.Those unsure or against their use held 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. alignment of AI disclosure practicesbetween brands and agenciescompared to last year. 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%, say How PR prosuse AI todayThis section includes views from PR pros who already use AI 82% of PR pros say AI increases the quality of their workwhile 93% say it speeds up the process 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. Aboutthree-quartersreport usingit for research and content creation.More than halfsay they use it foradministrative tasks and strategy. 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 and But abouttwo-thirdsfreely share clientand 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 has In 2024,61%of PR pros said theyhave to make edits to most of the textAI outputs. In 2026, that figuredropped to45%. 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 next last year. 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 and PR pros say they’re saving themost time by using AI tools forcontent creation,59%, editing,53%, and research46%. Prompt engineering andethical decision making are In order to work effectively withAI,85%of PR pros say they needto develop skills in prompt writing.71%also say ethical decisionmaking is important to develop. Very few PR prosuse agentic AIMost are familiar with the newer AI Have you heard of or used AI agents—automatedsystems that can perform PR or communicationstasks with minimal human input? capabilities that allow for automateduse.71%said they’re familiar withAI agents. However, only12%have Most are not comfortablewith agents acting on How comfortable would you be allowing an AIagent to take actions such as sending messages orpublishing updates without human review? Nine out of tenPR pros say they’re notcomfortable allowing an AI agent to takeactions on their behalf without humanreview. Only7%say they’re comfortable PR pros want ahuman in the loopfor agentic AI Almost90%of PR pros say they’dbe more comfortable with an AIagent if there is human approvalbefore releasing the materials. How PR proswant to exploreAI in the future Those interested inexploring AI want What would help you feel ready to start using AI in your work? 60%of PR pros who say they’reinterested in exploring AI thinktraining w