New research has found that the rise of AI could see PR agencies lose work from their in-house counterparts, as in-house PR claims the technology has made work easier. 

The new data, collated from PRmoment’s second quarterly confidence tracker of 2025, in partnership with The Pulse Business, found that 67% of in-house professionals are finding that AI has made it easier to manage their workload. In comparison, 0% said that adopting AI would make it easier to outsource more work externally to PR agencies. 

The survey, which ran from 7 April - 7 May 2025 and polled 44 agency CEOs and 22 in-house professionals, also found that 27% of in-house professionals are still “trying to work out” what they will do with AI.

One in-house professional responded that it would only make workloads easier “by way of research and ideation”, while another added that they had seen “huge” efficiencies in their team with a 30% boost in productivity, thanks to AI.

This comes as a total of 76% of in-house professionals reported an increase in demand for the team’s services internally, over the past three months.

One in-house professional shared that demand was driven by, “increased analysis and advice to other departments on the impact of external events” alongside a “greater desire” for external engagement and promotion to support the wider business strategy.

Another said: “With PR, success breeds success. When the business sees it as a positive tool, rather than something to be feared, they ask for more.”

Commenting on the findings, Dan Bird, EVP and global head of innovation and AI at Fight or Flight said: “These stats show that most in-house teams see AI as a way to do more themselves which is no bad thing.

“But, it doesn’t necessarily mean less work for agencies. The best results from working with AI are seen when agencies and in-house teams integrate AI hand-in-hand as strategic partners: building tools, sharing ideas, and learning from best practice.”

Meanwhile, PR agency leaders have reported they are adopting AI with ease, as 39% said they are using it “as much as possible”, with 29% currently piloting AI in one area of the business.

One agency CEO said: “Where possible, we are using AI to drive efficiencies across our business. Whether that be assimilating large swathes of data, or kickstarting content it has been really useful in helping us focus elsewhere on delivering consultancy and building relationships.”

Another commented: “Our AI capabilities are proving to be a big hit with clients and prospects when we show the insights we can unlock, the greater precision we can inject, and the efficiencies we can bring to account management. For our teams, this isn’t about replacing human talent, it’s reshaping how we work and actually removing a lot of the overwhelming information overload, synonymous with this industry.”