In just two years, the public relations industry has undergone a seismic shift in how it views and uses artificial intelligence. Back in 2023, only 28% of PR professionals reported experimenting with AI tools. Fast-forward to mid-2025, and that number has skyrocketed to 75%, according to a recent Muck Rack survey.
This isn’t a tentative test anymore. PR pros are diving headfirst into AI adoption. In fact, for an industry that moved almost entirely to pay-for-play, I’m happy to say that earned media is back in a big way because of its impact on GEO. Meanwhile, it’s imperative for PR pros to understand how to apply AI to their workflows.
Why the Sudden Surge?
Several factors are pushing PR professionals to embrace AI at scale:
- The media landscape is tougher than ever. Newsrooms continue to shrink, inboxes are more crowded, and journalists are harder to reach. Traditional media relations alone just isn’t enough anymore.
- The pressure to show ROI. Clients and executives want measurable results, and AI-powered monitoring, sentiment analysis, and trend tracking make it possible to demonstrate impact with data, not just anecdotes.
- Time is money. From drafting pitches to generating first-draft press releases and social content, AI dramatically reduces the time spent on routine tasks, freeing PR teams to focus on strategy and relationship building.
- Earned media feeds GEO. We’ve previously called it AISO, but the industry has finally settled on the term GEO (Generative Engine Optimization) and earned media is one of the best ways to ensure your brand’s narrative shows up in AI models.
What PR Pros Are Actually Doing With AI
It’s not all hype. AI is already reshaping daily PR workflows. Here’s how teams are putting it to work:
- Content creation: Drafting media pitches, press releases, blog posts, and social copy.
- Research & monitoring: Using AI to scan millions of conversations across news, social, and forums to spot trends and issues early.
- Measurement & reporting: Turning raw campaign data into easy-to-read summaries and dashboards.
- Owned media strategy: With earned coverage harder to land, AI helps optimize blogs, newsletters, podcasts, and branded content for search and engagement.
But AI Isn’t Taking Over PR
It’s important to note, AI isn’t replacing the fundamentals of PR. Relationships, storytelling, and human judgment remain the core of the profession. Instead, AI is acting as a force multiplier, giving professionals more bandwidth and sharper insights to do their jobs better.
The survey reflects this balance: while 75% of PR pros are using AI, the majority still see it as a tool to enhance, not replace, their expertise.
What This Means for the Future of PR
The leap from 28% to 75% in just two years shows that AI literacy is becoming a baseline skill for communicators. In the next five years, it may be unthinkable for a PR professional not to know how to use AI for media monitoring, content creation, or crisis response.
The takeaway is clear:
- Agencies and in-house teams need to invest in AI training now.
- Young professionals should master AI tools alongside traditional PR skills.
- Leaders should focus on integrating AI into strategy, not just execution.
PR’s future won’t be about “AI vs. humans.” It will be about how well humans use AI to stay relevant, authentic, and ahead of the narrative curve.
What do you think? Will AI make PR more data-driven and strategic, or will it risk pushing the field toward automation overload?
Remember, AI won’t take your job. Someone who knows how to use AI will. Upskilling your team today, ensures success tomorrow. In-person and virtual training workshops are available. Or, schedule a session for a comprehensive AI Transformation strategic roadmap to ensure your team utilizes the right AI tech stack and strategy for your needs. From custom prompt libraries to AISO, Human Driven AI is your partner in AI success.
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