AI Continues to Dominate Communications Conversations in 2025

By Grace Knoop

AI has been at the center of media conversations this year, especially with traction DeepSeek, the Chinese AI company, launching its latest R1 model has garnered. As AI continues to permeate our everyday lives, it is critical for PR pros to learn how to effectively and ethically leverage various models. Recently, Muck Rack hosted its “State of AI 2025” webinar, bringing together industry experts to discuss the ways PR pros can use AI to their advantage.

Key Takeaways from the Webinar

●      Use of AI Triples: Compared to 2023, the number of PR pros using AI tripled, reaching approximately 75%. This adoption reflects not only AI’s rapid evolution but also the speed that PR pros are integrating it into everyday practices to optimize their workflows. The panel was even surprised that the number wasn’t closer to 100%, considering the growing number of organizations with new AI polices. 

●      Nothing Beats Human Touch: While AI is a great tool to kick-start brainstorming or polish grammar edits, it should never be used as a one-stop shop. AI is an excellent resource when it comes to research or even organizing tasks as your own personal assistant. However, when it comes to more creative work like messaging or contributed content, that human touch is absolutely necessary and should be at the core of the finalized material.

●      Rise in AI Polices: While some companies have started to formulate and enforce AI polices, many still don’t have policies in place – a fact that the panel found alarming. Policies help team members feel confident when using AI. But policies alone aren’t enough. It’s crucial for teams to be fully trained in how to use AI responsibly and in compliance with company guidelines, especially when it comes to client confidential material or other sensitive information.

●      AI as an Enhancement: As shown in Muck Rack data, PR professionals are using AI to speed up and boost their quality of work. Many are using it as a tool to brainstorm, edit and complete daily news scans. When used to its full potential, AI can simplify processes and get projects done faster.

●      Never Forget to Fact-Check: As mentioned above, AI should never be used as a one-stop shop. It is unethical and irresponsible to blindly copy-and-paste AI generated content as your own. AI serves as a great starting point but should never be trusted as fact. It’s crucial to still your own due diligence to support its findings.

●      Fundamentals Will Always be Important: The next generation of PR pros are in a unique position of learning the fundamentals while also tapping into the potential of AI tools. Regardless of AI capabilities, it will never replace PR’s core elements. Thoughtful strategy, clean writing and creative copy are all skills that will never go out of style.

AI can significantly boost efficiency but only when used thoughtfully and ethically.  By embracing it as an enhancement rather than a replacement, PR pros can stay ahead of the curve while remaining true to their core values.