Artificial Intelligence (AI) surged into the spotlight in 2023 thanks to the emergence of generative tools such as ChatGPT, Bing Chat and Google’s Bard, alongside image creators DALLE-2 and Midjourney.

With exponential growth and widespread adoption of this technology, generative AI is quickly filtering into many different sectors and industries – and the world of PR and corporate communications is no exception.

These rapidly evolving technologies are already having a significant impact on the industry, underscoring the need for strategic communicators and PR professionals to understand the opportunities and challenges generative AI presents.

The purpose of this guide is to empower PR and corporate communications teams with the information they need to:

• UNDERSTAND and take advantage of the opportunities AI provides

• ANTICIPATE and navigate the challenges of this technology

• ENSURE ethical, responsible usage of AI

• MAINTAIN and invest in human-led creativity and professional development

1. Introduction
2. A brief history of AI in PR and corporate comms
3. Understanding the Benefits of AI in PR and Communications
4. Risks and Challenges for PR and Comms Teams to Know
5. How to apply AI Now: A Step-by-Step Guide for PR and Comms Teams
6. Conclusion