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THE IMPACT OF AI ON THE BOTTOM LINE IN PR

Posted on January 29, 2024 by Davis+Gilbert


Davis + Gilbert researched significant trends and challenges in the public
relations industry, including the use of artificial intelligence (AI) and the
impact on businesses.

A survey of 182 respondents across multiple business sectors was conducted in
October 2023, along with a literature review of publicly available deal activity
from 2023.

Key findings include:



1.) 75% of public relations organizations that increased both revenues and
profits by over 10% reported using AI. 
— 45% of organizations used AI for written content creation, ideation (37%),
social listening (34%), conducting market research (33%), notetaking/summarizing
(28%), and visual content creation (28%).
2.) 47% of the organizations that incorporated the most common generative AI
applications into their workflow processes expected an increase in revenue in
2023.
— 24% projected an increase in profits. 
3.) 50% of organizations do not have a firmwide policy for AI use.
— Nearly 75% of organizations reported they do not have a legal clearance
process in place before externally distributing AI-generated material. 
— Nearly 86% of organizations stated that they have not updated client contracts
to reflect AI use.

Find the full report here.






KATIE MCKECHNIE

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written
for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
Follow on Twitter

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