According to the research involving 25 leaders and executives from PR agencies in Sri Lanka, over 90% believe that Artificial Intelligence (AI) is present in the country, and nearly two-thirds stated that it will have a significant impact on the industry within the next three years.
While 21 respondents mentioned that their agency leaders understand the true potential and impact of AI in communications, the survey revealed that the greatest challenge in AI, when advising clients, is the lack of actual sound knowledge and understanding, as well as the potential applications and limitations (70%).
This challenge was followed by a skills gap in talent, difficulties in proving the value of AI, and budget considerations. It is noteworthy that clients do not often seek expert advice from agencies on AI-related matters.
Thanzyl Thajudeen, the country representative, emphasised the need for Sri Lanka to better prepare for AI by acquiring technical know-how and talent. This preparation should encompass the entire spectrum of communications, from multi-scenario planning and deep audience insights to content automation, crisis mitigation, and active monitoring. Thajudeen also highlighted the importance of building creative capacity and skills, as well as implementing industry guidelines to uphold standards and ethics.
Other key findings include 56% of respondents expressed concerns about the potential misuse of AI by PR professionals, while some indicated they would not use AI at all. 88% of respondents believe that PR professionals should utilise AI content writing platforms like ChatGPT, with many already using them for social media management and press releases.
The most used tools among respondents were ChatGPT, Canva, Google Analytics, Grammarly, and social media analytics. Self-learning is the preferred method (76%) for acquiring AI knowledge, followed by on-the-job training, workshops, events, and related qualifications. 22 respondents strongly recommended the regulation of AI in the country, along with the implementation of ethical guidelines specifically for the PR industry.
The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body. Representing 35,000 PR professionals in 82 countries worldwide, PRCA is a global advocate for excellence in public relations with a mission to create a more professional, ethical, and prosperous PR industry. PRCA delivers exceptional training, authoritative industry data, and global networking, and development opportunities. PRCA also manages the International Communications Consultancy Organisation (ICCO), the umbrella body for 41 PR associations and 3,000 agencies across the world. The Sri Lanka representative can be reached via srilanka@prca.global.
