Survey: Over half of APAC PR pros embrace AI, but lack strategic adoption

While over half of PR professionals across Asia view artificial intelligence (AI) in a positive light, 60% identify the adoption of AI and emerging technologies as their primary concern, a recent survey from One Asia Communications (OAC) finds. 

The survey titled "AI Adoption Among PR Professionals in Asia 2025" — a white paper by OAC, surveyed nearly 300 communications professionals online in September 2025, covering 12 markets in Asia including Cambodia, China/Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam.

The survey found that 58% of respondents view AI positively, enhancing efficiency, creativity, and analytical capability, challenging job displacement fears. Optimism is particularly strong in markets such as Indonesia and Vietnam, where respondents are highly likely to see AI as a driver of productivity and innovation.

Conversely, professionals in Japan and South Korea exhibit more caution. While still positive overall, these mature markets show higher neutral sentiment, indicating a focus on governance, risk, and long-term stability over rapid experimentation.

Over half actively use AI daily, while others have limited experience, often experimenting with free tools. This shows AI is in workflows but inconsistently. Some teams integrate it into research, content, and analysis; others test basic functions. India and Malaysia show broader integration in media analysis and content, while Hong Kong is more cautious due to time, budget, or lack of clear frameworks.

Marketing Communications teams lead in active experimentation, using AI for campaign ideation, content personalisation, and audience insights. Corporate Communications departments take a more strategic approach — applying AI for sentiment tracking, message consistency, and stakeholder engagement.

Across markets, this shift is evident in different ways. In Thailand, marketing teams use AI to refine social media content and measure engagement, helping them adjust messaging to changing audience behaviors. In Taiwan, corporate communicators integrate AI into reputation monitoring and stakeholder mapping to support faster and more informed decisions. Meanwhile, in the Philippines, PR teams are beginning to leverage AI-driven analytics to guide outreach strategies and detect emerging media trends, though many still call for clearer frameworks to evaluate its impact.

Uneven integration

Despite familiarity, strategic adoption is limited. Many understand AI’s potential but haven’t fully integrated it into planning or decision-making. AI use is often individual, not institutionally guided, lacking formal guidance or training.

When asked about the biggest challenges they anticipate in the next two years, a clear majority of respondents (60%) cited adopting AI and new technology as their top concern. This reinforces the reality that while communicators across Asia are optimistic about AI’s potential, many still grapple with the speed, structure, and cost of implementation

The second and third most common concerns are deeply interconnected. As more audiences consume information filtered through AI-powered platforms, from search engines to generative assistants, PR professionals must ensure that the data feeding those systems is reliable, structured, and current.

Across the region, the lack of structured training remains one of the most persistent barriers to confident AI adoption. Many communication professionals reported that while learning resources and tools are increasingly accessible, formal programs that teach how to use AI strategically are still limited. Most existing training focuses on the mechanics of tools — how to generate, analyse, or automate — rather than how to embed AI into the broader communications process.

“AI is transforming communicators into better insight generators and trust builders,” said Siwon Hahm, chairperson of One Asia Communications and CEO of Hahm Partners. “We are moving from doing the work to directing how technology supports human understanding and truth.”

The survey also identifies generative engine optimisation (GEO) as the next frontier of communications — a discipline where AI, data, and storytelling converge to deliver adaptive, personalised audience experiences.

Communicators across all 12 markets are united on a core requirement for building trust in the AI era: adherence to GEO principles. This framework encompasses governance (clear internal policies and accountability), ethics (a commitment to fairness, transparency, and truth), and oversight (human supervision to ensure technology augments human judgment).

“The GEO framework ensures that as we innovate, we also protect the integrity of communications,” said Jin Ooi, managing director at Distilleri Singapore and OAC founding member. “AI must serve truth, transparency, and human connection, not replace them.”

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