"Roughly 75% of PR pros are using AI tools today, but many are using them without a clear strategy. This places some teams in the earliest phase of AI maturity, said Samantha Stark, chief strategist and founder at Phyusion and advisor for Ragan's Center for AI Strategy. "We're already seeing a lot of adoption, but it's very light," Stark said. "People are testing the tools, but they haven't connected them to their workflows in a meaningful way yet.""
"As a result, AI remains an add-on rather than a tool that reshapes daily work across communications teams. When she speaks at AI Horizons Conference next month, Stark will break down the four stages of AI maturity: exploring, building, scaling and leading."
""You have a team that's really great at what they do," Stark said. "They're curious and experimenting, but they're not really building yet and don't necessarily have the skills they'd need to go beyond that.""
Roughly 75% of PR professionals use AI tools, often without a clear strategy, placing many teams in the Exploring stage of AI maturity. Teams in this stage have strong PR and marketing expertise and are curious, running simple experiments like using ChatGPT to brainstorm, clean copy, or summarize notes. AI is treated as an add-on rather than integrated daily work, as tools are rarely connected to workflows. Organizations that try to advance too quickly may stall by pursuing advanced solutions like custom GPTs or AI agents without necessary skills. Recognizing four maturity stages—Exploring, Building, Scaling, Leading—helps identify next steps for skills, literacy, and workflow integration.
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