Almost half of Russian PR agencies use AI to generate stories and creatives: survey

As the survey showed, AI is most often used when working on various stories, scripts and advertising creatives (48%). 37% of respondents create images using prompts. Creating photo and video content from text descriptions also proved popular (31%). Another 25% said they use AI to enhance photos and translate or convert voice for voiceovers.

At the same time, only 15% of representatives of the public relations industry use neural networks on a regular basis. 76% use AI services regularly.

What AI tools do PR agency owners and marketers use?

1. ChatGPT turned out to be the most popular, used by 31% of respondents;
2. “Masterpiece” with a neural network from Yandex YandexART is used by 25% of respondents;
3. 19% of respondents named Descript;
4. “Balaboba” from Yandex: 16%;
5. 15% of respondents use Midjourney.

Half of respondents (50%) believe that neural networks will gain popularity and their use will be ubiquitous in the future.

A little less, 35%, believe that the demand for AI services for the creation of video content will continue to grow, but that these types of tools will not become commonplace. Another 11% believe that the popularity will remain the same, 3% are confident that the popularity of neural networks will decrease. And only 1% of respondents said they would stop using these types of AI tools altogether.

The most current trends in video production and social networks.

• More than a third (35%) of respondents consider the TikTok video format to be the most relevant;
• Videos that use AI were indicated by 33% of respondents;
• advertising short films were named by 32%;
• streams with unboxing and giveaways: 28%;
• unusual and unexpected video endings: 26%;
• videos based on Internet memes were flagged by 25%;
• various infographics: 25%.

More than a third (38%) believe that video content is becoming more popular, as video is the most convenient and simple way to convey information.

Furthermore, a third of respondents (32%) believe that the video market is at the peak of its development. Nearly a quarter (23%) believe the market is saturated with video content creators and that there will not be more creators in the near future. And only 5% observe a fall in the market, another 2% are convinced that it is in crisis.

The study was carried out using the Anketolog.ru service; 500 people who use videos in their work participated in the survey.