Communications Leaders are Embracing AI Despite Concerns about Misinformation and Corporate Reputation, According to 4th Annual Ragan Communications and HarrisX Study on CEOs and Communicators

Key Findings include:

• Communications leaders are embracing AI even as most express heightened concerns about AI's impact on misinformation, corporate reputation, and jobs

  • 4 in 5 communications leaders have a favorable view of AI.

  • Nearly as many (71%) say AI is having a positive impact on communications processes and output, versus just 15% who say its impact is negative.

  • Writing (52%), brainstorming ideas (50%), editing (43%) and transcribing (41%) are the top ways AI is being utilized in communications.

  • Comms leaders want AI to play a bigger role in their organizations, with 50% of all leaders, including 66% in large organizations, saying AI should play a big role. At the moment, just 38% say the technology is playing a big role in their organization.

  • But corporate leaders are split on AI's impact on jobs: CEOs and those in medium or large organizations are more optimistic about the effect on job creation, while non-CEO leaders and those in small organizations worry about AI replacing jobs.

  • Leaders in small organizations are less favorable of AI and more hesitant to say it currently plays – or should play – a role in their processes going forward.

  • Concern over AI-driven misinformation (72%) and impact of this misinformation on an organization's reputation (55%) is high. Sixty-eight percent of communications leaders believe AI will amplify rather than limit misinformation on platforms and websites operated by Big Tech.

• Trust in professional communicators to navigate corporate narratives and related challenges is on the rise, while trust in CEOs leading communications has lagged

  • Chief Communications Officers are the most trusted group to manage corporate reputation and communications among all C-suite leaders.

  • Trust in CEOs communicating effectively on DE&I has dropped below 50% after ranking highly in prior years, while trust in CEOs leading employee communications has increased since last year.

• DE&I and ESG remain important elements in communications but DE&I has seen a dip in importance.

  • The importance of DE&I has dipped compared to 2022, particularly in internal comms, when 93% stressed the importance of DE&I.

  • Most CEOs still say DE&I is important for external (89%) and internal (86%) communications.

  • CEOs view ESG similarly important for external (88%) and internal (85%) communications.

• Brand Safety measures have become commonplace, but many say they are overapplied.

  • 58% of CEOs say Brand Safety has been overapplied to the point of hurting media outlets and advertisers vs. 42% who say it is underapplied; opinion flips among non-CEO communications leaders.