Muck Rack: How AI Reshapes the PR Profession

On February 4, 2026, Muck Rack released a report on the impact of artificial intelligence on Public Relations (PR). A survey of over 500 professionals showed that AI has ceased to be an "experiment" and has become an operational standard.

PR professionals use generative models not only for writing press releases but also for crisis monitoring and sentiment analysis. The report records a shift: routine work is delegated to algorithms, while the value of specialists shifts towards strategy and personal contacts.

Source: Muck Rack