Global Alliance for Public Relations and Communication Management: Reimagining Tomorrow: AI in PR and Communication Management

The use of AI is no longer a question of if, but how. Communication departments are faced with a crucial question: how can they become active shapers of the technological transformation without just being users? The report Reimagining Tomorrow: AI in PR and Communication Management, published by the Global Alliance for Public Relations and Communication Management, provides a comprehensive insight into the current state of AI use in the communications profession based on an international survey of 473 professionals.

The results show that the use of AI is already widespread. 91% of the organizations surveyed allow their communications teams to use AI, mostly for content creation. On the other hand, in many cases there is a lack of strategic involvement, governance and ethical guidelines. Only 39.4% have formal guidelines for the responsible use of AI, and less than one in ten communication units takes a leading role in AI governance.

The report reveals that while the profession recognizes the potential of AI, particularly in the areas of governance, ethics and risk management, in practice it is often focused on technical and operational aspects. The communication deficit is particularly clear: less than half of those surveyed inform stakeholders about the use of AI, ethics or governance.

Reimagining Tomorrow shows how big the gap is between aspiration and reality and formulates concrete recommendations to close it: through competence building, strategic co-design and a clear ethical framework.