Intelligent communication? Use of generative AI applications in communication agencies

Abstract

The PR industry is experiencing significant developments with the introduction of generative AI applications, prompting significant changes and raising new questions about their implications for strategic communication, agency operations, and business models. This study examines the integration of generative AI applications in communication agencies, focusing on the utilization of these technologies, client perceptions, and strategic adaptations. Fifteen senior communication specialists from German communication agencies were interviewed using guided interviews. Their responses were analyzed qualitatively using content analysis. The findings indicate that generative AI is widely adopted, resulting in enhanced efficiency and quality in agency operations. While client feedback is predominantly positive, concerns about data protection and AI accuracy persist. Agencies are selectively transparent about AI usage, typically disclosing it only when AI significantly contributes to a task. The study highlights the ongoing strategic adaptation of agencies, predicting shifts from operational to strategic roles and potential changes in job profiles. The study underscores the importance of developing AI-related skills and strategies within communication agencies.