By
PR Manager
Ascent Group
As communicators commemorated World PR Day under the theme “The Golden Age of Strategic PR,” attention fell on artificial intelligence. What began as a productivity tool has become a strategic partner, reshaping the gathering of insights and crafting of messages.
Data from Muck Rack’s 2026 report shows 76 per cent of PR practitioners are using generative AI – a level that has steadied after rapid early growth. It is easy to understand AI’s hype and appeal: speed, scale, and the ability to distill complex ideas into clear language.
