Use of AI tools among PR pros has almost tripled since March 2023, with three out of four now using the technology.

A new report from Muck Rack reveals that 75% of PR professionals now use AI, citing improved productivity and quality of work. 

The report reveals a gap in transparency, however. While 37% of brand professionals expect full AI disclosure from agencies, just 20% of agency PR professionals consistently disclose their AI use.

The study also finds that 93% of PR professionals believe AI boosts efficiency, and 78% claim it improves the quality of their work.

AI-generated text is increasingly used without edits, with the number of PR professionals modifying AI output falling from 61% to 51% in the past year.

Despite AI’s growing role, over half of companies still lack clear guidelines for its use. Among those with guidelines, 60% follow them. The findings indicate a transitional period for the industry, as PR professionals balance AI’s benefits with concerns about preserving key skills and human creativity.