Majority of Communicators Are Regularly Using AI in Their Work, Study Finds

Marketing and communications professionals have been embracing and experimenting with artificial intelligence to generate content, a new survey by The Conference Board and Ragan Communications finds.

According to the report, 87% of marketers and 85% of communicators surveyed have used AI, with 68% in marketing and 60% in communications now using it at least “sometimes” in their daily work.

Ivan Pollard, who leads the Marketing & Communications Center at The Conference Board, said artificial intelligence technology “will transform the workflow in all areas of the marketing and corporate communications disciplines.” He urges communicators to “focus on those places where our human genius is augmented by the power of machines.”

Among marketers and communicators surveyed, 82% expect their productivity to improve as they adopt AI further. Communicators are currently using AI to summarize content (41%), do legwork and inspire thinking (35%), produce content faster (28%), conduct research (26%), write press releases (17%) and write speeches (14%).

Among marketers and communicators surveyed, misinformation, inaccuracies and legal uncertainties are top concerns regarding AI. Just slightly over 4 in 10 respondents expect artificial intelligence to improve the quality and creativity of their work, while almost 3 in 10 expect it to deteriorate.

Denise Dahlhoff, a Conference Board researcher and author of the report, said, “If AI is used to inspire and augment — not replace — human ideas, the effect might well be synergistic and help elevate overall creativity.”

A new section on the PRSA website allows members to access hours of on-demand programming as well as articles, blogs and video interviews specifically focused on AI. Access these AI Resources here.