57% of PR professionals now use AI to write press releases

PR Newswire’s latest research reveals that 57% of communications professionals now use artificial intelligence to craft press releases, marking a significant shift in how the industry’s foundational tool is being deployed. The finding comes from the company’s 2025 Global State of the Press Release Report, which surveyed nearly 1,000 communications professionals worldwide and analyzed over 300,000 press releases, highlighting how AI is reshaping PR strategies in an era where generative engines are redefining content discovery.

What you should know: The press release remains essential despite predictions of its decline, particularly as AI engines increasingly rely on these documents as credible sources.

• More than half of companies globally are using generative AI to craft some press release components, signaling widespread adoption of AI tools in corporate communications.
• 91% of communicators reuse their press release content across other channels, with social media being the most popular platform for repurposing.
• 93% of communicators in the US and 91% in EMEIA (Europe, Middle East, India, and Africa) expect to send the same number or more press releases in the next year.

The big picture: Generative AI is forcing communicators to shift from SEO (Search Engine Optimization) to GEO (Generative Engine Optimization) as AI-driven search transforms content discovery.

• Press releases are heavily cited by large language models—the AI systems that power tools like ChatGPT—making them critical for maintaining brand visibility in AI-powered information systems.
• 9 in 10 companies now include multimedia in their press releases, underscoring the importance of visual content in modern digital storytelling.
• 57% of communications professionals report that press releases have increased visibility for their brand or products.

What they’re saying: Industry leaders emphasize the press release’s enduring value in an AI-dominated landscape.

• “In an era where AI is making it harder to trust the authenticity of online content, the press release, as a reliable, timestamped source for brand information, is as important as ever,” said Matt Brown, President of PR Newswire.
• “Because press releases are heavily cited by large language models (LLMs), understanding how to unlock maximum discoverability and engagement in the current press release environment is essential.”

Why this matters: The research reveals how AI is simultaneously threatening and reinforcing traditional PR practices, creating new opportunities for brands that adapt their distribution strategies.

• In a world of consolidated newsrooms and AI-driven search, brands need to supplement traditional press release distribution with multichannel amplification strategies—spreading their content across multiple platforms and channels.
• Timely, relevant content has become critical for maintaining competitive edge and ensuring message discoverability in generative AI systems.

Company response: PR Newswire has launched Amplify, an AI-powered distribution platform designed to address these market changes.

• The platform aims to help brands tell their stories, control their narratives, measure their impact, and reach global audiences more effectively.
• The tool represents the company’s response to evolving corporate communication needs in the AI era.