AI’s Impact on the Future of Comms Teams

Generative AI has progressed at speed in recent years, with the technology becoming increasingly present in PR and communications teams’ workflows. From content-generating  tools like Gemini to advanced features built into productivity apps (think Microsoft Copilot), AI has become a fact of daily life for business professionals all over the world. 

But what exactly does AI mean for the future of comms teams? Some clues lie in the 2025 Cision and PRWeek Comms Report, a survey of more than 300 senior PR and comms professionals that seeks to understand the industry’s biggest trends.

In this year’s edition, survey respondents were quizzed on the industry’s adoption of the technology. The results, particularly when measured against last year’s results, show an industry gradually getting to grips with AI and its potential.

How Comms Teams Are Using AI

Sixty-seven percent of comms professionals revealed that generative AI is either “very much so” (23%) or “somewhat” present (44%) in their overall communications strategy.

This year’s report also addressed seven key functions of PR professionals, and where respondents’ teams used generative AI to help with those functions.

• Content review/optimization: 37% on a regular basis; 37% experimenting
• Content creation for external audiences: 36% - regular basis; 42% - experimenting
• Brainstorming campaign ideas/strategies: 35% - regular basis; 38% - experimenting
• Content creation for internal audiences: 32% - regular basis; 42% - experimenting
• Crafting media pitches: 32% - regular basis; 35% - experimenting
• Image, audio or video creation: 31% - regular basis; 38% - experimenting
• Writing press releases: 25% - regular basis; 40% - experimenting 

These results show how much comms teams are leaning on AI for content creation. Content review and optimization scored highest for regular usage, closely followed by creating content for external audiences and brainstorming campaign ideas.

The highest score across all use cases is content creation, where 42% said they are experimenting for both external and internal audiences. While four in ten say they are experimenting with writing press releases, only a quarter are doing so with regularity – the lowest score for all use cases.

AI’s Impact and Industry Fears

Perhaps the most significant Comms Report AI finding is in measurement, where 65% said that generative AI tools are notably improving their data and analytics capabilities.

Though this is a clear demonstration of the benefits AI can bring to PR and comms teams, the technology is viewed as a double-edged sword in terms of the anxieties it’s bringing to industry professionals.

When asked to rate their level of concern about AI’s impact on their work, 32% cited the challenge of communicating to stakeholders the many changes that AI is bringing about to their company as the biggest worry. This placed just ahead of the 28% who voiced concern about AI eliminating communications jobs.

The Comms Report survey also asked about the one goal they were focused on achieving in 2025. AI was top of mind for many, with respondents wanting “better, more precise analytics and AI integration” and “systematizing and leveraging AI as part of our day-to-day work.” Another, meanwhile, wanted to “[utilize] emerging technologies like AI to streamline processes and improve efficiency.”

This gives a glimpse into how people feel about AI right now – and indicates where the industry’s thinking lies when it comes to AI and the future of comms teams.

PR and AI Ethical Usage

With AI’s rapid growth in the wake of ChatGPT’s public launch, organizations are naturally becoming more aware of the challenges it presents.

There are questions around everything from AI’s efficacy to the quality of data used to train large language models (LLMs). That’s not to mention debate around copyright, both in collecting training data and the content generative AI produces.

Despite this uncertainty, more than six in 10 (63%) communications leaders said they felt their company had a strategy in place that would help ensure all employees are using AI effectively and ethically.

However, sentiment around future use of AI isn’t so clear. When asked how confident they were about their company taking advantage of the comms benefits AI can offer, and the ability to adapt to the rapid changes it can bring, just three in 10 said they were “very confident.”

Bespoke AI Tools for PR

AI hasn’t just filtered into communications teams’ workflows through tools like Gemini and ChatGPT, it’s present in proprietary AI technology for a significant number of organizations. Thirty-four percent of respondents revealed that they have at least one custom-built AI tool in use internally or for their customers.

Examples of the types of bespoke AI tools for PR include (in respondents’ words):

• A retrieval-augmented generation (RAG) tool that ingests and summarizes high volumes of company IP and research content
• A “brand safe” version of ChatGPT trained on company content so it can be used without the risk of data being shared externally
• A meetings AI tool that automatically pulls together slides, content, and action items after a meeting
• An AI summarizer that condenses reports and prints them in a user-friendly format

The above tools show that AI is being put to work in one key area: automating tasks that would otherwise take a human PR professional some time to complete.

As the technology is still in its infancy, there’s an opportunity for comms teams to become early adopters and identify how AI can specifically help them. The earlier they can understand how to leverage generative AI, the sooner they can use it to gain a competitive advantage – whether that’s assisting in research, coming up with content ideas, or driving the development of PR-focused AI tools.

Takeaways and Tips for AI and the Future of Comms Teams

This year’s Comms Report data show an industry that’s actively embracing AI while trying to navigate the often complex questions it raises. As we recap these findings, what can be gleaned as we look to the future of PR teams?

• AI has been adopted by more than half of the industry, with 67% of communications professionals now incorporating it into their strategy, though varying levels of confidence exist in maximizing its benefits. If AI isn’t yet part of your strategy, then use 2025 to bring it into the fold. Start small and think about the most time-consuming tasks you do day-to-day, then establish if and how AI can help lighten the load.
• Content creation and optimization lead the way in AI application, with over 70% of teams either regularly using or experimenting with it for these functions. However, more sensitive tasks like press release writing see more cautious adoption rates. Any content that comms teams circulate, whether internally or externally, should be validated and checked by a human eye. Create a thorough approval process to vet all AI content so it’s of the highest standard.
• AI has driven data analytics capabilities, with 65% reporting notable enhancements through AI tools. This suggests AI's value extends beyond content creation to providing actionable insights for comms teams. Measurement has always been a vital part of PR, and AI can be part of that strategy to help process, organize, and analyze the data you gather.
• Organizations are taking proactive steps toward ethical AI use, with 63% having established AI strategies. However, there's still work to be done, as only 30% feel very confident about adapting to AI-driven changes. In such a fast-moving field, it’s important to develop AI literacy. Experiment with different tools and as the technology evolves, you’ll be better placed to make the most of it going forward.

In addition to above, the emergence of custom-built AI tools, particularly in areas like summarization and brand-safe content generation, points to a future where AI becomes increasingly specialized for PR needs. The more "fluent" in AI PR and comms teams become, the greater chance they have of unlocking its potential through bespoke tools that serve their needs.

While questions remain, it’s important to note that this Comms Report data appears to suggest a move toward strategic integration rather than wholesale replacement of human expertise.

Download the 2025 Comms Report for more PR insights from PRWeek and Cision. 
 
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