Muck Rack Report Finds Generative AI Adoption in PR Has Leveled Off

2026 Research Shows AI Use Has Stabilized While Policies, Training and Paid tools Expand

• Muck Rack’s State of AI in PR 2026 report finds 76% of PR professionals use generative AI, mostly unchanged from last year

• 51% of PR professionals now work at organizations with an AI use case policy, up from 21% in 2024

• 75% of PR professionals use at least one paid AI tool, up from 57% last year

• Only 12% of PR professionals who use AI currently use AI agents, despite widespread awareness

Muck Rack released its 2026 report, The State of AI in PR, which examines how public relations professionals are using, governing and evaluating generative artificial intelligence. The report finds that usage of generative AI in PR has peaked at 76%, largely unchanged from last year. This stability indicates the industry has entered a more mature phase, where most professionals who want to use AI already do, while those opposed remain unlikely to change.

“AI is already embedded in how PR work gets done. What stands out in the data is that success now depends on whether teams are given the tools, training and permissions to use it effectively.  Organizations that do this with clear guardrails will see better outcomes. Without that, AI either goes unused or creates more risk than value,” said Greg Galant, cofounder and CEO of Muck Rack.

Also Read: AiThority Interview with Zohaib Ahmed, co-founder and CEO at Resemble AI

Key findings from The State of AI in PR 2026

• 51% of PR professionals report having a formal AI use case policy at work, up from 21% in 2024
• 43% report receiving AI training at work, up from 21% in 2024
• 7% of PR professionals say they do not currently use generative AI and do not plan to adopt it
• 12% of PR professionals who use AI report currently using AI agents and 90% would be more comfortable with AI agents if human approval is required
• 75% of PR professionals use at least one paid AI tool, up from 57% last year

How PR professionals use generative AI at work

• 82% of PR professionals say generative AI improves the quality of their work
• PR pros use AI in distinct areas of work
  • 86% use AI for editing and refinement
  • 76% use AI for research and insights
  • 74% use AI for writing and content creation
  • 68% use AI for strategy and planning
• 77% say they avoid entering financial data in AI
• 69% avoid entering personally identifiable information or proprietary materials
• 85% say PR pros need to develop new skills in prompt writing
• 71% say ethical decision-making is an important skill to develop

Persistent concerns about the future of the profession
Despite widespread adoption, concerns remain largely unchanged. More than three out of four PR professionals worry that heavy AI use could prevent the next generation from learning foundational industry skills. Respondents also cited concerns about the use of unscrutinized AI outputs, reduced originality, environmental impact and job displacement.

Among PR professionals who avoid using AI, 56% say the technology is overhyped and 41% say the tools are risky. When asked for their top reasons for not exploring AI, some issues cited include environmental concerns, perceptions of plagiarism and ethical objections to how AI systems are trained and used.

Also Read: The Death of the Questionnaire: Automating RFP Responses with GenAI

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