Communicators no longer need to be convinced of the value of AI. A new report from Sveriges Kommunikatörer and Mynewsdesk shows that many professionals are already using the technology in their daily work, while organizations still lack the frameworks required for safe, secure, and high-quality use.

The report on communicators’ attitudes toward AI clearly shows that development is no longer being held back by employee resistance. Instead, the challenge lies within organizations themselves. Many communicators have already begun integrating AI into their work but still lack clear guidelines, the right tools, and sufficient support from leadership.

At its core, this is a leadership issue. Organizations need to create the conditions for AI use that is safe, secure, and maintains a high standard of quality. Otherwise, usage risks becoming inconsistent, uncertain, and dependent on the initiative and interest of individual employees.

The report shows that 8 out of 10 communicators use AI daily or weekly, yet only 4 out of 10 feel confident in using it. About half say their organization lacks clear guidelines regarding acceptable use. Many also lack access to the appropriate licenses and tools, which affects both quality and data security. As a result, employees often feel uncertain about how AI should be used in their daily work.

Another clear finding in the report is the gap between expectations and actual conditions. Many employers expect AI to increase efficiency, while at the same time some organizations still view AI as a shortcut or even a form of cheating. This creates uncertainty around when and how the tools are allowed to be used.

The report also shows that many communicators still struggle to achieve consistent quality when working with AI. Only 14 percent strongly agree that AI tools make work more efficient without reducing quality. The biggest challenge concerns tone of voice and adapting AI-generated content to fit the organization’s specific context.

In this area, one-off training sessions are rarely enough. Achieving high-quality results with AI requires ongoing practical training — opportunities to test, evaluate, and refine working methods together with colleagues. At the same time, many respondents feel that this type of learning is expected to happen independently and outside working hours.

AI adoption is not just a technology issue. It is also a matter of leadership, workflows, and skills development. Organizations that want communicators to work faster and more effectively with AI must also create clear frameworks, provide access to the right tools, and allocate time for collaborative learning.

Communicators appear to be ready. The question is whether organizations are.

1. Prioritize AI adoption seriously — this may require other strategic priorities to take a step back. Assign clear responsibility and authority to someone tasked with driving AI adoption.
2. Begin by implementing AI in a workflow where significant resources are currently being spent. Focus on achieving genuinely high quality before scaling AI to additional workflows.
3. Actively work to reduce the barriers highlighted in the report, such as the lack of guidelines, proper licenses, and dedicated time for practical training.

Mynewsdesk and Sveriges Kommunikatörer published the PR Insight report in March 2026. In this blog post, Lisa Walder shares her reflections on the report based on her experience as an AI expert at Sveriges Kommunikatörer and as a strategist and partner at Maniola.