Davis + Gilbert researched significant trends and challenges in the public relations industry, including the use of artificial intelligence (AI) and the impact on businesses.
A survey of 182 respondents across multiple business sectors was conducted in October 2023, along with a literature review of publicly available deal activity from 2023.
Key findings include:
1.) 75% of public relations organizations that increased both revenues and profits by over 10% reported using AI.
— 45% of organizations used AI for written content creation, ideation (37%), social listening (34%), conducting market research (33%), notetaking/summarizing (28%), and visual content creation (28%).
2.) 47% of the organizations that incorporated the most common generative AI applications into their workflow processes expected an increase in revenue in 2023.
— 24% projected an increase in profits.
3.) 50% of organizations do not have a firmwide policy for AI use.
— Nearly 75% of organizations reported they do not have a legal clearance process in place before externally distributing AI-generated material.
— Nearly 86% of organizations stated that they have not updated client contracts to reflect AI use.
Find the full report here.
