PR's AI Plateau: What Happens When Adoption Stops Growing

So here we are. The year is 2026 and according to Muck Rack's latest report on artificial intelligence in public relations, we've finally hit what they call a mature phase of AI adoption. Seventy-six percent of PR professionals now use generative AI in their work, which is essentially the same number as last year. You know what that tells me? The people who wanted to use it are using it and the people who don't want to use it have dug in their heels and made their choice. It's like trying to get someone to switch from margarine to butter after fifty years. It's not happening. They've made their decision and they're committed to it.

The survey collected responses from 564 PR professionals between December 5 and December 24 of 2025. The findings paint a picture of an industry that has stopped asking whether to use AI and started asking how to use it without accidentally emailing client financials to a robot that's going to remember everything forever. And honestly, that's progress. That's what happens when you finally accept that the technology isn't going away and you better figure out how to live with it.

THE POLICY PROBLEM NOBODY WANTED TO DEAL WITH

Here's something that would drive me absolutely insane if I worked in this industry. For years, people have been using these AI tools with essentially no guidance from their employers. It was the Wild West out there. People typing confidential information into chatbots, asking machines to write press releases about sensitive mergers, probably feeding client secrets into systems that store everything on servers somewhere in who-knows-where.

Well, the adults have finally entered the room. The report shows that 51 percent of PR professionals now work at organizations with an AI use case policy, which is up from a measly 21 percent back in 2024. That means in just two years, the number of companies with actual rules about this stuff has more than doubled. You know what I find remarkable? That it took this long. We've had these tools for years now and more than half the industry was just winging it. No guidelines, no guardrails, just people typing whatever they wanted into machines and hoping for the best.

The training situation has improved too, apparently. More organizations are teaching their employees how to use these tools properly instead of just assuming everyone would figure it out on their own. Because that worked so well, didn't it? Just letting people loose with powerful technology and expecting them to read the manual.

EVERYONE'S PAYING FOR AI NOW BUT NOBODY WANTS THE ROBOTS MAKING DECISIONS

The report reveals that 75 percent of PR professionals now use at least one paid AI tool, which is up from 57 percent last year. So the free trial period is over. People have decided these things are worth actual money, which is saying something in an industry that may argue over a twenty-dollar expense report for three weeks.

But here's where it gets interesting, and by interesting I mean completely predictable if you understand anything about human nature. Only 12 percent of PR professionals who use AI are currently using AI agents. Twelve percent! These are the automated systems that can actually do things on their own, make decisions and take actions without someone hovering over them like a nervous parent at a playground.

And why aren't more people using them? Because 90 percent said they would be more comfortable with AI agents if human approval was required before the agent did anything. So let me get this straight. People want the efficiency of automation but they also want to personally approve every single thing the automation does. That's not automation. That's having an assistant who has to ask permission before every action.

I understand the hesitation, I really do. The idea of a machine sending out press releases or contacting journalists without a human checking first is terrifying. One wrong move and suddenly your client is trending on social media for all the wrong reasons. But at some point, you either trust the technology or you don't. This halfway approach where you want AI to do the work but also want to approve everything defeats the entire purpose.

THE CONCERNS THAT KEEP PR PEOPLE UP AT NIGHT

Despite the fact that three-quarters of the industry is now using these tools, the concerns haven't gone away. More than three out of four PR professionals worry that heavy AI use could prevent the next generation from learning foundational industry skills. And you know what? They're probably right. If you're using AI to write your first draft of everything, when do you learn how to actually write? If the machine is doing your journalist research, when do you develop the instinct for knowing which reporter is right for which story?

It's like those people who can't do basic math anymore because they've had calculators since kindergarten. Except in this case, we're talking about core professional skills that took decades to develop as a craft. Writing compelling narratives, understanding media relationships, knowing how to position a story. If you outsource all of that to a machine from day one, what exactly are you learning?

The report also notes concerns about unscrutinized AI outputs, reduced originality, environmental impact and job displacement. The environmental thing is interesting because nobody was talking about that a couple years ago. But apparently running these massive AI systems requires enormous amounts of energy and now people are starting to feel guilty about asking a computer to rewrite their bio for the fourteenth time.

Among the holdouts who refuse to use AI at all, 56 percent say the technology is overhyped and 41 percent say the tools are risky. Some cited environmental concerns, perceptions of plagiarism and ethical objections to how AI systems are trained. These are the people who looked at the hype, looked at the reality and said no thank you. You have to respect that level of commitment even if you disagree with it.

WHAT THIS MEANS FOR YOUR PR STRATEGY

The Muck Rack report makes one thing abundantly clear through its findings. AI is no longer a competitive advantage in PR. It's table stakes. The question isn't whether you should be using these tools but whether you're using them intelligently and safely.

Success now depends on whether teams are given the tools, training and permissions to use AI effectively. Organizations that do this with clear guardrails may see better outcomes. Without that structure in place, AI either goes unused or creates more risk than value.

If you're looking to improve your organization's approach to AI in communications, the path forward involves getting a policy in place if you don't have one. Invest in actual training rather than assuming people will figure it out. Decide what data you're comfortable sharing with AI systems and what stays internal. Think carefully about AI agents and whether you're ready to let automation make decisions without human approval.

For agencies and in-house teams looking to stay ahead of these changes while maintaining strategic focus, working with experienced marketing partners can help you develop frameworks that balance innovation with appropriate caution. The firms that figure this out first may have a significant edge, not because they're using AI more than everyone else but because they're using it more thoughtfully.

The industry has reached a plateau in adoption but the real differentiation is just beginning. Based on this report, most organizations still have a lot of work to do on that front.

For more insights on integrating technology into your marketing and communications strategy, explore Winsome Marketing's approach to balancing innovation with proven fundamentals.