AI in PR: support with shortcomings
A large majority of communications professionals already use AI in their work. Upon closer inspection, however, it becomes clear that while most have access to AI tools, they often lack genuine support in the form of clear strategies, training, or funding. These are the findings of the PR Trend Monitor by News Aktuell and PER.
As the survey shows, 82% of the communication professionals surveyed have access to AI tools such as ChatGPT & Co. A closer look at the support on offer reveals clear deficits: despite the technical possibilities available, there is a lack of structural and content-related support: only 29% receive regular training on AI topics. Only 25 percent work with clear guidelines or strategies for the use of AI. Only 23 percent receive technical support from internal AI experts. And only 18 percent of respondents have a budget for AI projects. Regular training on ethical and legal issues in dealing with AI is also rare: Only one in ten respondents receive such offers (10 percent).
No guidelines, professional leadership or further training
The reasons given by those who do not feel sufficiently supported by their company in the use of AI confirm precisely these deficits: in first place, respondents complain about the lack of a strategy or guidelines for the use of AI (47%). In each case, 40 percent criticize the lack of technical or specialist support, the lack of best practices and the insufficient AI expertise of their superiors. Another 40 percent criticize the fact that there are too few or no further training opportunities. Access to AI tools, on the other hand, is less of a problem: only 14% of those who feel unsupported have no access to ChatGPT & Co.
The results of the survey in detail
Do you feel supported by your company in the use of artificial intelligence (AI) in your work?
- Fully supported 15%
- Rather supports 52%
- Rather not supported 19%
- Not supported at all 6%
- I do not currently use AI in my work 6%
- Don't know 1%
[If fully and rather supported:] How does your company specifically support you in the use of artificial intelligence (AI)?
- Access to AI tools such as ChatGPT & Co 82%
- Supervisors actively promote AI competence and AI use 38%
- Time is allowed for familiarization with AI tools 35%
- Regular internal communication about AI initiatives or strategies 33%
- Regular AI training on AI topics and tools 29%
- There are best practices or how-tos for using AI 28%
- There are internal communities for exchanging information on AI developments 25%
- Clear strategy or guidelines for the use of AI 25%
- Technical and specialist support from internal AI experts 23%
- Budget for AI projects is provided 18%
- There is regular training on ethical and legal issues in dealing with AI 10%
[If rather not supported or not supported at all:] Why do you not feel sufficiently supported by your company in the use of AI?
- No strategy or guidelines for the use of AI 47%
- Lack of technical or professional support from internal AI experts 40%
- No best practices or how-tos for using AI 40%
- Lack of AI competence among line managers 40%
- Too little or no training on AI topics and tools 40%
- AI is not considered a priority in the company 29%
- No time for familiarization with AI tools 27%
- Lack of internal communication about AI initiatives or strategies 26%
- No budget for AI projects 23%
- Lack of AI expertise in own department 23%
- No access to AI tools such as ChatGPT & Co 14%
- Other reasons 7%
- AI tools in the company that are too complex or difficult to understand 4%
- Use of AI in the company not desired 3%
An online survey of 276 communications professionals from companies, organizations and PR agencies in Switzerland and Germany was conducted in February 2025 for the PR Trend Monitor by News Aktuell and PER. The survey results provide insights into trends, challenges and developments that are emerging in the communications industry. The studies have been published for over 20 years.
