Are Corporate Communicators Really Using AI as Much as They Claim?

The gap between reported and actual AI adoption in corporate communications reveals challenges in implementation, industry norms, and the evolving role of AI in PR workflows.

Muck Rack recently shared survey results on AI adoption in corporate communications and public relations. These types of AI benchmarking reports come out often, usually as a way for vendors to get in front of industry professionals, trade publications, and associations.

The survey found that three out of four PR professionals now use generative AI at work, nearly three times the number reported in March 2023. The data also shows that 82% use AI for brainstorming, while 72% rely on it for drafting content. On top of that, 93% say it makes their work more efficient, and 78% believe it improves quality.

At first glance, this suggests AI is reshaping PR workflows, but the reality is more complicated. In most cases, AI adoption is still in the testing phase. A few organizations are making real progress, but most are just starting to figure out how AI fits into their daily operations.

One thing to keep in mind is that Muck Rack’s survey likely reflects its own user base, which leans toward tech-savvy professionals, rather than the industry as a whole. Beyond adoption rates, PR teams still face major hurdles, including copyright concerns, data security risks, and the potential for AI-generated errors.

The survey also highlights some of the obstacles slowing AI adoption. Right now, only 38% of organizations have policies in place for AI use, though that is up from 21% last year. Similarly, 35% offer AI-related training, an increase from 21%. Agencies are moving faster than in-house teams, with 43% implementing policies compared to 31% on the corporate side.

The real challenge is figuring out how to embed AI into PR workflows in a way that makes sense. That means putting governance in place, aligning tools with the skills professionals already use, and ensuring teams have the right training.

Reported vs. Actual Corporate Communications AI Use: The Reality Check

Muck Rack’s survey, based on responses from 1,013 professionals collected via email between November and December 2024, offers a broad look at AI adoption. But like any online survey, it has limitations. Without filtering for job seniority and organizational differences, the results don’t always reflect the full industry picture.

Another key issue is the gap between what people report and what they actually do. When it comes to AI, professionals often answer based on what they think is expected rather than their real habits. That’s one reason why survey results suggest AI is everywhere, yet in practice, many PR teams are still figuring out how to use it effectively.