The Canadian Public Relations Society (CPRS) has released its latest report titled 'The State of Communications and Public Relations in Canada (2026)', highlighting the integration of artificial intelligence (AI) in the workplace among communication professionals. The report indicates that a significant majority, 92%, of these professionals utilize AI tools, which is notably higher compared to only 68% of the wider Canadian workforce. Despite the prevalent use of AI, the findings reveal a concerning gap in organizational preparedness: only 37% of communication professionals report that their organizations have a clear process in place for reviewing AI-generated content before it is published to the public.
Moreover, the study underscores the potential risks associated with AI usage, as more than a third of communication professionals have witnessed AI errors that were subsequently made public. This scenario raises important questions about the reliability of AI in communications and the measures organizations should implement to mitigate risks associated with inaccurate AI outputs.
As AI continues to evolve and its use becomes more widespread across various sectors, organizations in the communications field may need to prioritize developing robust frameworks to manage AI-generated content effectively. The CPRS report serves as a crucial reminder for communicators to not only adopt new technologies but also ensure that appropriate checks and balances are in place to maintain credibility and public trust.
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