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Implementation of AI tools in the work of communications departments

Implementation of AI tools
in the work of communications departments

At the "Strategic Communications. Ideas & Insights" forum, we discussed the real effectiveness of AI in the work of communications professionals.

“

Interestingly, PR has lagged far behind marketing in terms of actual AI integration," said Evgeny Temperamentov, Managing Director of TWIGA PR and Head of the AKOS Working Group on AI in Communications. "But at the instrumental level, we're already getting along quite well with it, which confirms the thesis that AI is just another (yes, cool, but) tool. And only in skilled hands and—importantly—in the right brain.

The results of the first phase of the AKOS study, conducted jointly with the HSE Center for Media Practices, were presented at the thematic session.

Interestingly:

only 22.6% have officially implemented AI, although 100% are using it.
37% don't tell clients/managers that they use AI in their work.
The main areas of use are texts (77.4%), visuals (61.3%), and brainstorming (58.1%).

But the most interesting thing isn't the percentages, but the contradiction: AI has already become a part of almost every PR professional's work, but no one is truly using it yet. The irony, the panelists agreed, is that we have a technology capable of amplifying our own intelligence, yet we simply use it to replace routine tasks. Real implementation at the business process level hasn't yet occurred.

Download the study results

Implementation of AI tools in the work of communications departments

Implementation of AI tools
in the work of communications departments