Murray McIntosh has published research suggesting artificial intelligence is creating a widening divide across the UK communications profession, with some teams gaining measurable efficiency benefits while others remain at an early stage of adoption.
The specialist recruitment company said the findings are based on a survey of more than 3,200 policy, public affairs, and corporate communications professionals across the UK. Among respondents, 44% said AI has already delivered efficiency gains, particularly in drafting, summarising, and monitoring information. By contrast, 48% said it has had little or no impact on their role so far.
The difference is more pronounced at sector level. In utilities, 82% of communications professionals said AI has already affected their work or is expected to do so. In healthcare and pharmaceuticals, where regulatory scrutiny is heavier, only 12% reported any meaningful impact to date.
The research points to uneven investment, governance, and training as the main factors behind the gap. Some teams are integrating AI into routine workflows, while others remain constrained by uncertainty, limited guidance, or concerns over risk and compliance.
That uneven adoption is beginning to shape how communications work is organised. Where teams have the tools and internal backing to use AI well, the gains are being felt in speed and workflow efficiency. Where they do not, the gaps are showing up in confidence, capability, and consistency.
Lauren Maddocks, associate director at Murray McIntosh, said: “AI is no longer a forward-looking issue for strategic communications, it is already shaping how work gets done. Our data shows a growing capability gap. Some teams are using AI to streamline routine tasks and focus on higher-value strategic work, while others have barely begun, often because of uncertainty, a lack of guidance, or concerns about risk.
“In a profession built on trust and credibility, this creates real exposure. Uneven adoption risks inconsistent quality, slower decision-making and, in some cases, reputational damage if tools are introduced without the right safeguards.
“The danger is that we end up with a two-tier profession, where capability depends not on talent, but on access to the right tools, training and leadership. Closing that gap will require more than experimentation. It needs clear governance, investment in skills and an honest conversation about where AI adds value and where human judgement must remain central.”
The findings form part of Murray McIntosh’s Strategic Communications Salary & Labour Report, which places AI adoption alongside wider shifts in hiring, skills, and professional development across the sector.
You must be logged in to post a comment.