What is the communications industry saying about using AI?

Abha Malpani Naismith
2 min readJul 26, 2023
Provoke Media and Sandpiper report: Cover image

One of the reasons I started this site was to explore, learn and experiment with AI to do my job as a communications professional and writer, better.

In my quest to understand where the industry is going, I found this report that surveyed over 400 communications professionals on where they stand with the use of AI.

The report by Provoke Media (previously Holmes Report) and Sandpiper is a fantastic summary of the relevant issues we all have on our minds and what the sentiment is globally amongst our peers.

Here are the most salient findings in my opinion:

  • Survey reveals that generally all round there is positive sentiment towards AI.
  • 91% of respondents aged 35–44 view it as an opportunity rather than a risk.
  • 65% forecast major transformation in the next 3 years from advances in AI technology.
  • 58% globally believe industry leaders need to move faster to capitalize on recently created opportunities, and 59% believe they need to move faster to manage risks.
  • Most believe their organization lacks a plan for how to integrate AI into daily operations.
  • Less than 1/3rd understand AI terms and technologies; junior team members have more understanding than leadership
  • 61% are already using generative AI tools, primarily for research and analysis; 42% use it for creative ideas, 38% for social media content generation, and 34% for article writing.
  • 84% think team management and leadership will be more important in the future than today due to changes in tasks.
  • 83% believe strategic advisory and creative thinking will also be more important.
  • 85% have concerns about legal and ethical issues posed by use of generative AI tools.
  • Deeply split views on who owns the data generated by AI tools: 36% believe user retains ownership, 23% say joint ownership between user & tool provider.
  • 11% have policies/guidelines in place for using generative AI tools, and a further 35% have plans to do so within the next 12 months.

If you work in the communications industry, the entire report is worth a read. Download here.

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Abha Malpani Naismith

Communications professional. Digital strategist. Writer. Mum. AI enthusiast. Newsletter for working mums.