Where communication professionals use AI intensively - and where not

The main areas in which AI is used in day-to-day communications are translations, copywriting and editing as well as topic and trend identification. Forty-three percent of PR professionals use AI heavily or very heavily for translations, a third use it intensively to help with text creation and revision (33%), and 16% of communicators increasingly rely on the digital assistant for topic and trend identification.

Artificial intelligence is rarely used in areas involving the production and editing of supplementary media material. For example, only 8% already use AI intensively for image recognition and 4% use it heavily or very heavily for video and audio production and editing.

No AI for crisis and reputation management

The use of AI can be significantly expanded in areas such as crisis prevention, reputation management and influencer relations, where the digital helpers are not used at all by the majority of respondents.

When asked how intensively PR professionals use AI in the areas mentioned, almost three quarters (73%) of respondents said that they do not place crisis prevention and crisis management in the hands of AI at all, 68% said the same for reputation management and two thirds said the same for influencer marketing/influencer relations (66%).

Opportunities and risks of AI in everyday communication

Where exactly do PR professionals - if they use AI - place their hopes and where do they have reservations? Two-thirds hope that the use of artificial intelligence will automate routine tasks so that they have more time for more demanding activities such as strategy, conception, creation or stakeholder support (67%). An increase in creativity through AI-supported idea generation is seen as an opportunity by more than half (51%). Just under a third hope for more efficient data evaluation (32%).

When asked about the greatest fears that PR professionals associate with AI and their work, half of those surveyed cited the lack of verifiability and control of information (51%). In second place is the fear of losing human skills such as critical questioning (35%) and in third place is uncertainty about the legal framework and copyright issues when working with AI systems (34%).

Selected results in detail

In which areas of professional communication do you already use AI?

• Text creation and revision 68%
• Translations 54%
• Topic and trend identification 31%
• Image production 25%
• Keywording of content 19%
• Social media planning / conception 14%
• Media monitoring 11%
• Image recognition 10%
• Video production 10%
• Audio production and editing 8%
• Verification of information 8%
• Target group analysis 8%
• Competitive analysis 8%
• Performance analysis and evaluation 7%
• Crisis prevention and crisis management 4%
• Reputation Management 3%
• Influencer Marketing / Influencer Relations 0%
• We do not yet use AI 17%

What are your three greatest hopes that you associate with AI and your work?

• Automation of routine tasks and more time for demanding activities 67%
• Increasing creativity through AI-supported idea generation 51%
• More efficient data evaluation and data analysis 32%
• Improved campaign effectiveness through targeted AI optimization 20%
• Improved target group analysis and more targeted communication measures 15%
• Greater competitiveness 13%
• Faster identification of opportunities and risks 11%
• Extended options for trend forecasts 8%
• Personalized customer communication 6%
• No hopes 5%
• Don't know 2%

What are your three biggest fears that you associate with AI and your work?

• Lack of verifiability and control of information 51%
• Loss of human abilities (e.g. critical questioning) 35%
• Uncertainties about the legal framework and copyright issues when working with AI systems 34%
• Data protection and security concerns (possible misuse of collected data) 27%
• Moral and ethical concerns (transparency, privacy, authenticity) 22%
• Increasing dependence on AI systems and on the quality of AI 21%
• Downsizing and job losses 16%
• Changing ethical standards in the industry 15%
• Loss of creativity 13%
• More work intensification 12%
• Uncertainty and employees' inability to adapt to new technologies 11%
• Lack of knowledge and training opportunities 9%
• Costs and resources for the implementation of new AI technologies 6%
• Change in work dynamics 5%
• No fears 3%
• Don't know 1%

For the "PR trend monitor from News Aktuell and PER" an online survey was conducted in February 2024 among 327 communication professionals from companies, organizations and PR agencies in Switzerland and Germany. Further results on the  News blog.