State of PR in Africa: AI usage soars amid concerns

A new industry report finds artificial intelligence deeply embedded in African public relations practice, even as concerns rise about the technology's impact on authenticity, algorithms and training.

The State of PR in Africa 2026 , produced by Kenya's Glass House PR, surveyed 54 agencies across 16 countries representing more than 6,500 professionals. 81.5% of senior practitioners, according to the study, describe themselves as "very familiar" and actively using AI tools. ChatGPT and Gemini dominate, deployed primarily across content creation, campaign planning, media monitoring, and crisis management.

" AI is revolutionising PR; with the shift from SEO to GEO; as PR practitioners, we can no longer write for clicks but we have to write for citations," Glass House PR CEO Mary Njoki told Earned First.

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