AI is no longer a future trend in PR – it’s rapidly transforming how industry professionals plan and execute their work.
A January 2026 report from Muck Rack revealed that AI has shifted from an experimental tool to a routine part of the communications workflow. Based on a survey of more than 500 PR professionals, the report found that 75% of PR practitioners now use AI daily, relying on it for tasks like drafting pitches, summarizing media coverage and generating new ideas.
While AI is helping teams work faster and streamline repetitive tasks, its growing presence also raises important questions for a field built on relationships and storytelling – particularly in how practitioners should approach training, transparency and ethical use.
Below we explore five key takeaways from the report and what they mean for marketing teams.
1. AI is now embedded in PR workflows
For many communications teams, AI has become a regular part of the toolkit. PR professionals report using it across four main functions – editing, research, content creation and strategy or planning – making it a routine element of daily work.
Brainstorming is one of the most common applications. The report found that 77% of PR professionals use AI to generate ideas at least once a week, helping outline campaign concepts, draft messaging frameworks and compile background research. By speeding up early research and idea development, AI allows teams to move more quickly from concept to execution while refining the output with their own expertise.
2. AI is powerful, but human oversight remains essential
Despite widespread adoption, AI still requires careful human oversight. Nearly all PR professionals edit AI-generated content before it reaches a client or journalist to ensure accuracy, tone and brand alignment. While AI is increasingly used to generate first drafts and templates that help speed up the writing process, human review remains essential for verifying facts, shaping narratives and maintaining context.
Many practitioners are also cautious about what they input into AI tools. Sensitive data – such as revenue figures, confidential client information or product launch timelines – is often withheld due to privacy and security concerns. In practice, AI serves as a supporting tool rather than a replacement, relying on professional judgment.
3. Speed and efficiency are the greatest benefits
One of AI’s clearest impacts in PR is streamlining time-consuming tasks. According to the report, 82% of PR professionals say AI improves the quality of their work, while 93% say it helps them complete tasks faster. Much of this comes from writing assistance and faster research, with AI quickly summarizing articles, drafting outlines and compiling background information. This efficiency allows PR teams to focus more on higher-value work like strategy, creative development and relationship-building.
4. AI skills are becoming part of the PR skillset
As AI becomes more integrated into PR workflows, expectations for professionals are also evolving. Skills like prompt writing and ethical decision-making are increasingly essential. Those who can guide AI effectively produce stronger outputs and work more efficiently. At the same time, if AI handles tasks such as media list building, early research or first-draft pitches, organizations may need to rethink how entry-level practitioners gain foundational experience.
5. Training will drive the next wave of adoption
While many PR professionals are already using AI, broader adoption depends on training and organizational support. Among those looking to expand use, 60% say training would help, and nearly one-third would adopt AI if their company encouraged it and tools were easier to use. Still, resistance remains: some view AI as overhyped or ethically concerning, and 80% of those opposed say they do not plan to adopt it.
The bottom line: human-led, AI-enhanced PR
Muck Rack’s findings point to a future of augmentation, not automation. AI boosts speed, scale and idea generation but doesn’t replace judgment, relationships or strategy. Instead, it’s a tool to work smarter and focus on storytelling. As training and policies improve, AI will become as standard as media databases, with the edge going to teams that combine technical fluency, ethics and creativity to deliver stronger communications.