We are thrilled to announce the release of the Reimagining Tomorrow 2026 Report — From Adoption to Accountability: Communication Professionals Step Up on Responsible AI — launched today at the Global Alliance European Summit in Prague.
This is the second edition of the Reimagining Tomorrow: AI in PR and Communication Management report series, based on the Responsible AI in PR and Communication Management Survey 2026. With 536 responses from communication professionals across six geographic regions, this is the first time we have two consecutive years of data — enabling meaningful year-on-year comparisons that show, with real evidence, how our profession is evolving its relationship with AI.
The headline finding is clear: the needle is moving.
KEY FINDINGS AT A GLANCE
- 95.9% of organizations now permit AI use (up from 91.0% in 2025) — adoption is settled
- 47.0% have a responsible AI framework (up from 39.4%) — governance is growing, but slowly
- Ethical confidence jumped 12.6 percentage points in one year — from 26.2% to 38.8%
- 64.5% now communicate their responsible AI approach to stakeholders (up from 49.8%)
- 57.3% of PR and communication teams are involved in responsible AI guidelines (up from 41.4%)
- 1 in 3 organizations is already using or piloting AI agents — and PR is barely in the room
- 1 in 4 organizations use AI but disclose nothing about it to any stakeholder group
- 60.3% see AI as a significant reputational opportunity; 56.1% say it has raised reputational risk
The 2026 report goes beyond measuring adoption. For the first time, it examines governance accountability, AI disclosure, agentic AI, and the reputational stakes of AI use — establishing baselines the research series will track in the years ahead. The findings contribute to the Global Alliance’s Guiding Principles for Ethical and Responsible AI and the Responsible Communication Movement.
The Reimagining Tomorrow 2026 Report is an initiative of the Global Alliance for Public Relations and Communication Management. The research is led by Global Alliance Board Directors Adrian Cropley OAM and Bonnie Caver FCSCE, in partnership with the Centre for Strategic Communication Excellence (CSCE) and Reputation Lighthouse.
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