pr
54% of Leaders Want to Expand AI more in PR – Here’s What to Consider
Published: 04/09/25 - Updated: 16/09/25
The future of PR is here, yet most British businesses are only testing the waters. YouGov’s latest survey of 547 UK business leaders shows 54% of decision makers want more AI in their PR strategies, but only 11% are consistently using it. Adoption is higher in London, where 56% of businesses are using AI, compared with 29% outside the capital. These figures highlight a clear gap between ambition and action.
Adoption also varies by business size. Small businesses are lagging behind, with only 24% using AI in their PR, while larger enterprises reach 45%. Even though uptake is slow, the appetite for AI is strong across all sectors. Businesses recognise its potential to improve decision making, audience targeting, and campaign planning, but many have yet to integrate it into their strategies.
The slow adoption points to a broader challenge: PR teams often approach AI as a supplementary tool rather than a core part of strategic planning. The most valuable use of AI lies in insight-driven decision making. It can help identify emerging story angles, anticipate audience reactions, and evaluate which narratives are likely to gain traction. In a fast-moving media environment, relying solely on traditional approaches risks falling behind competitors.
The survey also reveals that businesses are underutilising data in PR more broadly. Only 37% of businesses say they frequently use surveys to inform PR strategies, and 22% rarely or never incorporate polling. Combining AI insights with structured audience intelligence could help bridge this gap and create more precise, proactive campaigns.
For PR teams looking to close the gap between ambition and reality, the key steps are clear.
- Start by assessing where AI and data could add strategic value rather than just tactical efficiency.
- Integrate these tools into planning to guide campaigns with evidence rather than intuition alone.
Aligning PR strategy with insight-driven decision making allows businesses to improve visibility, authority, and influence while managing risk in an environment where public perception can shift quickly.
British businesses that adopt this approach will have a significant advantage in 2025. With interest in AI high but usage low, the opportunity to combine creativity with insight is substantial. Those that act decisively can move from experimenting with AI to using it as a central part of a strategic, measurable PR approach.
Kaizen helps brands harness data and AI to create campaigns that truly move the needle. Make your PR smarter, more strategic, and more effective. Get in touch today.
Kamile Kupryte
Kamile Kupryte is a Marketing Manager at Kaizen, where she leads brand and content strategy. She specialises in combining creative storytelling with data-led performance across SEO, content, events and digital presence. Her work focuses on driving visibility, authority and sustained organic growth through insight-driven marketing.