AI is here to stay, but it may not be the comms productivity engine we were promised

As the integration of artificial intelligence (AI) into the communications industry continues to grow, the expectations surrounding its transformative potential have reached new heights. However, a recent survey conducted by Ragan’s 2026 Communications Benchmark Report paints a more nuanced picture of AI’s role in the industry. The report, which surveyed nearly 900 communicators across various sectors and both internal and external communications, reveals that while AI is here to stay, it may not be the productivity game-changer that many had anticipated.

The survey highlights that a majority of respondents (55%) believe that AI and technology skills are crucial for future-proofing their careers. This underscores the growing importance of upskilling in an era where automation and AI are reshaping the industry. Communicators are recognizing the need to adapt and leverage technology to stay relevant.

Despite this, the data also indicates that communicators are not ready to fully embrace AI as a panacea for productivity. When asked about how they would allocate additional communications budget, 43% of respondents expressed a preference for hiring more human staff. This suggests that, while AI offers efficiency gains, the value of human judgment, creativity, and interpersonal skills remains invaluable.

For those who are experiencing time savings through AI, the report reveals a range of activities they are pursuing. The most common outcome is the creation of more content, with nearly half (49%) of communicators reporting that AI is aiding in this process. This expansion of content production could be attributed to the freed-up time that AI provides, allowing communicators to focus on strategic initiatives rather than mundane tasks.

Interestingly, only 5% of communicators reported reducing headcount as a result of AI adoption. This finding suggests that AI is not being used as a tool for downsizing, but rather as an opportunity to reallocate existing resources. Communicators are seizing this window of opportunity to redeploy their teams and deliver greater strategic value to their organizations.

The survey also reveals that there is still a desire for further investment in AI-related capabilities. Twenty-one percent of communicators indicated that they would invest in additional AI training, emphasizing the importance of equipping teams with the skills needed to harness the full potential of AI. Similarly, 13% expressed a desire for new AI tools, showing that while the appetite for AI is not insatiable, there is still a willingness to explore and adopt new technologies.

However, the report also highlights that not all communicators are experiencing the time savings they had anticipated from AI adoption. Nearly one-third (32%) of respondents stated that they are not saving time as a result of AI use. The reasons behind this disparity are unclear, but it could be attributed to limited or inefficient use of AI by teams. There are also reports across industries that AI is not reducing workloads as expected, which may be due to the complexity of integrating AI into existing workflows or the need for more sophisticated applications.

In conclusion, the Ragan’s 2026 Communications Benchmark Report presents a complex and nuanced view of AI’s role in the communications industry. While AI is undeniably here to stay and offers significant potential for efficiency gains, it is not being viewed as a cure-all solution. Communicators recognize the importance of AI and technology skills for future-proofing their careers, but they also understand the irreplaceable value of human expertise. The survey suggests that AI adoption is leading to a shift in focus, with communicators leveraging the freed-up time to create more content and invest in strategic initiatives. However, the findings also underscore the need for continued investment in AI training and the importance of efficient AI integration to maximize its benefits. As the industry evolves, it will be crucial for communicators to strike a balance between embracing AI and valuing the unique contributions of human talent.