AI Proliferation Makes Brand Differentiation Harder, Survey Finds
Artificial intelligence has made it easier to produce content, but harder for brands to stand out. That's the finding from a new report by the Public Relations Global Network and Greenough Communications, which surveyed more than 1,800 communications professionals across 48 countries.
The disconnect is stark. Nine out of 10 respondents said brand influence is extremely or very important. Yet only 17 percent said their organization's approach to managing it exceeds expectations. More than 40 percent acknowledged their approach needs improvement.
The Channel Problem
The core challenge: too many places to put content, and brands have less control over the message once it's out there.
Social media ranks as the most effective channel for brand influence, cited by 80 percent of respondents. Consumer advocacy (72 percent), earned media (68 percent), and influencers (57 percent) follow. AI platforms themselves registered at 51 percent-a sign that visibility within AI systems now matters for discovery.
Consumers remain the most desirable audience (83 percent), followed by mainstream media (67 percent) and content creators (61 percent).
AI's Mixed Impact
AI tools offer real benefits. Respondents cited improved responsiveness to trends (39 percent), better performance analysis (31 percent), and enhanced customer engagement (28 percent).
But the risks are mounting. Thirty percent of respondents flagged exposure to misinformation and deepfakes as a major downside-a concern that cuts directly against what actually drives brand influence.
Trust (60 percent) and reputation (57 percent) are the top drivers of brand influence. Authenticity (47 percent) and consumer relevance (40 percent) follow. These fundamentals have not changed, even as the channels multiplying.
Budget Pressure
Cost considerations shape spending decisions. Maintaining existing influence (25 percent), lower-cost channels and tactics (21 percent), and demonstrable ROI (21 percent) all influence allocation.
For communications professionals, the implication is clear: visibility inside AI systems is now a core metric. The channels keep multiplying, but earning trust, credibility, and consistency remain non-negotiable.
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