New Muck Rack Report Reveals Generative AI Is Now Essential for PR Professionals

Usage among PR professionals has nearly tripled since March 2023

Generative AI has become a cornerstone of public relations, with 75% of professionals using the technology. Of those who use it, 78% say it improves the quality of their work and 93% say it speeds up their work. Muck Rack’s the third state of AI in the PR report. The report polled more than 1,000 PR professionals to explore how AI is shaping workflows and transforming PR and communications.

The best use cases of AI in PR

Brainstorming and writing tasks remain the main use cases for AI in PR. The survey found that 82% of professionals use AI for brainstorming, 72% use it for content design, and 59% rely on it for research and creating social media copy. Fifty-seven percent of reports using at least one paid AI tool.

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In some areas, AI is used less often. Only 21% said they use artificial intelligence to find journalists.

Interestingly, PR professionals are editing AI output less often than in previous years. In 2024, 61% of revisions reported most text output; in 2025, this number has dropped by 10%. This shift likely reflects improvements in AI capabilities.

AI principles and workplace training

Despite widespread adoption, more than half of companies lack formal policies for the use of AI. Among organizations that have guidelines, nearly 60% of PR professionals follow them strictly. Access to AI training also remains limited, with more than one-third of respondents reporting formal training on tools in the workplace.

There is a significant difference in expectations between brands and agencies. While 37% of brand professionals push for full disclosure of their agency partners’ use of AI, only 20% of agency PR professionals consistently disclose their use of AI.

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Concerns about AI in PR

PR professionals remain wary of AI risks. The main concerns include:

• Newbies’ over-reliance on AI instead of learning the principles of the industry
• Uncontrolled AI output
• The potential for clients or businesses to underestimate human content creators

Those who have yet to use AI also cited environmental concerns.

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