Press release -
Industry confidence remains high as PR leaders embrace AI tools - PRCA ICCO Confidence Tracker
PR leaders remain confident about market conditions, and are increasingly exploring the potential of AI tools such as ChatGPT, according to the latest PRCA and ICCO Confidence Tracker published today.
73% of leaders say that they are ‘very confident’ or ‘quite confident’ about the future of their organisation, and 16% are ‘not very confident’ or ‘not confident at all’, compared with 83% and 16% respectively in the last Tracker published in February 2023. While there has been a fall, the overwhelming majority of leaders remain positive about market conditions.
Over a third of respondents say that they are now using content generation tools frequently or fairly frequently. And the proportion of leaders who say they will ‘never’ use AI tools has fallen sharply (from 25% to 9%).
PRCA Managing Director Renna Markson said:
‘The first half of the year has seen increasing agency interest in the potential of AI tools. PRCA events that have explored the opportunities and risks of new technology have been highly subscribed. It’s essential that our industry understands the impact AI tools are having on clients and their own businesses. There are great opportunities ahead for those that can keep pace with the technology.’
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The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body.
Representing 35,000 PR professionals in 82 countries worldwide, we are a global advocate for excellence in public relations. Our teams across Europe, the Middle-East and Asia-Pacific work with professionals around the world to co-ordinate our operations across six continents.
Our mission is to create a more professional, ethical, and prosperous PR industry. We champion - and enforce - professional standards around the world through our Professional Charter and Code of Conduct. The Code compels members to adhere to the highest standards of ethical practice.
We deliver exceptional training, authoritative industry data, and global networking, and development opportunities.
We also manage the International Communications Consultancy Organisation (ICCO) - the umbrella body for 41 PR associations and 3,000 agencies across the world. Additionally, we support the delivery of the Motor Industry Communicators Association (MICA).
