Press release -
A quarter of comms leaders refuse to embrace AI despite wave of interest – PRCA ICCO Confidence Tracker
One in four (25%) of PR leaders say they will never use AI tools, such as ChatGPT, according to the latest PRCA and ICCO Confidence Tracker published today.
CEOs, Directors, and Department Heads across five continents took part in the latest PRCA and ICCO quarterly Confidence Tracker, which assesses market confidence in public relations around the world.
The study follows a recent surge in interest in AI within PR practice. Despite this interest, the majority of communications leaders appear slow to grasp its potential with more than half of respondents admitting to never using the technology.
The report – conducted by Question & Retain – also reveals increasing levels of confidence amongst PR and communications leaders despite the current economic climate. The research shows 85% respondents are ‘very confident’ or ‘quite confident’ about the future of their organisation – this is an eight percentage point increase since the last Confidence Tracker in November 2022.
PRCA Deputy Director General Renna Markson MPRCA said:
“The rapid expansion of AI tools present immediate opportunities and risks for public relations. Our research shows a significant number of agency leaders have work to do to elevate their understanding of AI and its inevitable impact on communications practice.”
ICCO Deputy Chief Executive Rob Morbin said:
“It’s perhaps unsurprising to see only 4% of professionals are already using ChatGPT or similar tools frequently, as we are still at an early stage of mainstream adoption. It’s pleasing that the majority of colleagues are planning to increase usage and we can expect this figure to grow as users share their practical experiences and impact on performance. There are huge opportunities out there for agencies that are most able to quickly integrate usage of AI tools into their business in a safe, practical and ethical way. I look forward to seeing how these results develop over the year ahead.”
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The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body.
Representing 35,000 PR professionals in 82 countries worldwide, we are a global advocate for excellence in public relations. Our teams across Europe, the Middle-East and Asia-Pacific work with professionals around the world to co-ordinate our operations across six continents.
Our mission is to create a more professional, ethical, and prosperous PR industry. We champion - and enforce - professional standards around the world through our Professional Charter and Code of Conduct. The Code compels members to adhere to the highest standards of ethical practice.
We deliver exceptional training, authoritative industry data, and global networking, and development opportunities.
We also manage the International Communications Consultancy Organisation (ICCO) - the umbrella body for 41 PR associations and 3,000 agencies across the world. Additionally, we support the delivery of the Motor Industry Communicators Association (MICA).
