PR industry divided on AI: 42% don’t expect AI to change their role while 28% warn of its disruptive potential

New research highlights tension between those who see AI's practical benefits and those who fear the industry is underestimating its impact.

London, 07 October 2025: The PR, Comms & Marketing 2026 Outlook report from Onclusive reveals a sharp divide in how PR professionals view the rise of artificial intelligence (AI).

While 41% of PR practitioners say they do not expect AI to drastically change their own role in the year ahead, almost one-third (28%) believe the industry is underestimating its broader impact. The findings point to a sector torn between growing confidence in AI's immediate, practical applications and lingering concerns about its long-term disruptive potential.

The report, based on a global survey of communications and marketing professionals, also shows clear differences between agencies and in-house teams. In-house practitioners are more likely to believe the industry is underestimating AI's disruptive impact (30% versus 25% of agency respondents). At the same time, more than four in ten (41%) agency practitioners expect AI will free them to focus on more strategic advisory work, compared to just 26% of in-house communicators who share this view.

Across the industry, practitioners are taking a pragmatic approach, prioritising operational efficiency over hype. AI is increasingly being used for content production, translation and localisation, and measurement enhancement - areas that boost productivity without radically transforming roles. Yet ethical considerations remain low on the agenda: only 10% of in-house professionals and 14% of agencies expect ethics to significantly affect their role in 2026. This raises concerns about oversight, accuracy, and bias as adoption accelerates.

Jennifer Roberts, Chief Marketing Officer at Onclusive said:

"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."

The findings are part of Onclusive's PR, Comms & Marketing 2026 Outlook, which explores the evolving priorities of communications and marketing professionals worldwide.