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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