WE Communications and the USC Annenberg Center for Public Relations examined how communications leaders are responding to the recent uptick of interest in AI. The study specifically measured practitioners’ levels of excitement and concern.
A survey of roughly 400 communications leaders was conducted in April 2023.
Key findings include:
— 80% of respondents said AI will be extremely or very important to the future of PR work.
— 16% of respondents said they were extremely knowledgeable about the applications of AI in communications.
—– 59% of respondents said they already have or are looking for ways to incorporate ChatGPT into their work.
— 23% of respondents said their organizations are changing the way they work due to new AI tools.
—– 88% of respondents said AI will increase the efficiency of their work.
—– 72% or respondents said it will reduce workloads.
— 25% of respondents think that AI will negatively impact creativity.
— 87% of respondents said the ability to write good AI prompts will become a more important skill to have.
—– Other important skills included having knowledge on human-computer interaction (82%), strategic thinking (79%), and data analytics experience (75%).
