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1、STATE OF AI IN PR JANUARY 2024MethodologyWe surveyed 1,001 PR professionals from Nov.2 to Dec.14,2023.This report is an update and expansion of Muck Racks State of AI in PR 2023 survey released in May 2023.The goal of this survey is to to deliver insights to the PR industry to help improve the workf

2、low of public relations professionals,particularly around the rapidly expanding field of generative artificial intelligence.Muck Rack distributed the survey primarily through email.Muck Rack cleaned the data in a variety of ways.First,we only counted complete responses.We also removed low effort res

3、ponses.Finally,we removed any duplicate entries,responses that were generated by spam accounts and checked the data for major outliers.The conservative margin of error for the survey is about 3%.Executive summary AI use has exploded this year.The number of PR pros who said they use generative AI mor

4、e than doubled from 28%in March to 64%in November.Brands and agencies dont match up on expectations to disclose AI use.21%of agency PR pros say they never disclose their AI use to the clients.Only 6%of pros at brands think thats the right move.74%of PR pros report an increase in the quality of their

5、 work using AI and 89%say they complete projects more quickly with AI.While unscrutinized AI output was deemed a major risk by 63%of PR pros using AI,95%say theyre editing their AI output.Writing copy for social media is the most popular use for AI,according to 64%of PR pros.1.An overview of PR pros

6、 using AIDo you plan to explore generative AI,like ChatGPT or DALL-E,in your workflow?64%23%8%5%28%33%24%15%0%20%40%60%80%100%I already use generative AII plan to explore generative AIIm not sureLate 2023 resultsEarly 2023 resultsNo,I do not plan to explore themMore than twice as many PR pros report