Generative AI is transforming how PR, media, and communications teams create, analyze, and distribute content.
But in an industry where credibility is everything, the stakes are higher.
While AI can accelerate content creation, the primary use case for this industry, concerns around misinformation, accuracy, and reputational damage continue to slow adoption. Many professionals lack technical confidence to fully trust the tools they’re using, even as deadlines push them to rely on them.
This PR and communications industry report explores how leaders are balancing speed with control and spells out what it takes to adopt AI with confidence.
Content creation is the top use case for genAI in this sector—but also the highest risk. While 55% use AI for content, only a small fraction can confidently explain how it works, creating a gap between usage and understanding.
PR and media professionals report the highest levels of misinformation concern across industries. With published content subject to public scrutiny, even small AI errors can lead to lasting reputational damage.
Perhaps because of the elevated risks, confidence in using GenAI tools in the PR and Communications lags other industries. Yet, due to deadline pressures, nearly 60% of respondents report using GenAI tools without approval, exposing governance gaps.
In this environment, success depends on more than speed. Organizations that invest in:
…will be better positioned to scale AI safely while protecting their brand and credibility.
Fill out the form to download the report and see how your peers are managing AI risk in 2026.
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