PR professionals divided over AI’s impact on the industry

A global report by Onclusive shows that public relations professionals remain divided over the influence of artificial intelligence on their work. The PR, Comms & Marketing 2026 Outlook reveals that 41 percent of practitioners do not expect AI to significantly alter their role in the coming year, while 28 percent believe the industry is underestimating the scale of its impact.

The results highlight a profession balancing optimism about AI’s practical advantages with unease over its longer-term implications for creativity, ethics, and employment.

Agencies and in-house teams show contrasting attitudes

The research indicates notable differences between agency and in-house professionals. In-house practitioners are more likely to believe the sector is downplaying AI’s disruptive potential (30 percent versus 25 percent of agency respondents). However, 41 percent of agency professionals expect AI will allow them to focus on more strategic advisory work, compared with only 26 percent of in-house communicators.

Across both groups, AI is primarily being adopted to improve efficiency in areas such as content creation, translation, localisation, and performance measurement—functions that enhance productivity without transforming job structures.

Ethical concerns remain limited

Despite AI’s growing presence, few professionals see ethics as a major consideration. Only 10 percent of in-house respondents and 14 percent of agency professionals believe ethical issues will significantly affect their role by 2026. This raises questions about accountability, bias, and the need for clearer standards as AI tools become more embedded in communications work.

Jennifer Roberts, Chief Marketing Officer, Onclusive: "Our research shows the PR industry is torn on whether AI is a friend or foe. Many practitioners are moving beyond experimentation into everyday use, taking a pragmatic approach that prioritises efficiency gains. Yet even as AI delivers clear benefits in day-to-day roles, its disruptive potential still casts a shadow over the sector. What’s certain is that PR cannot afford to sit back and wait. Whether you’re an AI evangelist or a skeptic, the industry must engage with this technology—not only to use it effectively, but to ensure it is applied ethically."

Industry outlook for 2026

The PR, Comms & Marketing 2026 Outlook explores how communications and marketing professionals worldwide are adapting to technological change. Onclusive’s findings suggest that while AI is already improving operational workflows, its broader implications for strategic and ethical practice are only beginning to unfold.

The full report can be accessed here

www.onclusive.com

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