The Impact of AI on PR Professionals: Insights from Asia's 2025 Trends Report

On November 17, 2025, the One Asia Communications (OAC)—a network of independent public relations (PR) and marketing firms in the Asia-Pacific region—held its annual event in Bangkok, Thailand. During this forum, OAC unveiled its insightful report: The Trends of AI Adoption among PR Professionals in Asia 2025. This report highlights a striking transition among PR professionals where AI is serving as a catalyst, transforming their roles from operational executioners to strategic visionaries. This shift involves leveraging AI to build trust, insights, and essential connections.

AI Acceptance by PR Professionals

The report illustrates that PR practitioners across Asia are welcoming AI tools with a sense of responsibility and an intention to enhance their strategic capabilities. Approximately 300 experienced communication professionals from 12 countries, including Cambodia, China, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam, participated in this survey conducted with RB Consulting.

This is the first report showcasing the local perspectives of independent PR firms on how AI is reconfiguring communication in the region. The result indicates a clear trend: PR professionals are evolving their perception of their roles significantly—from practical execution to strategic planning.

Redefining the Role of PR Professionals

One highlight from the findings underscores that AI is automating tasks such as monitoring, report generation, and data analysis. Consequently, PR professionals are increasingly focusing on higher-level skills like judgment, insight, ethical standards, and strategic foresight.

Siwon Hahm, the CEO of Hahm Partners and Chairman of OAC, noted, "PR professionals are transforming into entities that generate insights and build trust through AI. We are moving from mere task fulfillment to a role where technology supports human understanding and truth."

Noteworthy changes across the region include:

- Marketing teams utilizing AI for audience insights and creative optimization.
- Corporate communication teams incorporating AI into stakeholder mapping, reputation tracking, and predictive issue management.
- PR leaders guiding organizations on ethical, reputational, and societal implications of AI use.

The Emergence of Generative Engine Optimization (GEO)

The report identifies a new frontier in communications termed Generative Engine Optimization (GEO). This field blends AI, data, and storytelling to create personalized audience experiences. In an AI-driven indexing world, brand recognition is determined not merely by media coverage but by how organizations are interpreted and trusted by intelligent engines.

To thrive in this era, organizations need to:

- Build trustworthy and transparent content that AI algorithms can understand and augment.
- Design dynamic audience experiences based on engagement and relevance.
- Incorporate emotional intelligence into digital storytelling to maintain authenticity amid increasing automation.

Indonesian Maverick CEO and OAC founding member, Ong Hock Chuan, emphasized the necessity for brands to exist in the AI-generated ecosystem, stating, "Brands not present in the AI ecosystem are virtually non-existent. PR professionals must design for discoverability, not just awareness."

Governance, Ethics, and Oversight in GEO

Beyond technical aspects, the report also showcases an essential definition of GEO—Governance, Ethics, and Oversight. These elements form the foundation for responsible AI integration in communication, with PR professionals across all 12 countries recognizing the need to uphold GEO principles for building and safeguarding trust.

The components of GEO principles include:

- Governance: Clear internal policies and accountability frameworks regarding AI use.
- Ethics: Incorporation of fairness, transparency, and truth in all outcomes.
- Oversight: Human supervision to complement, rather than replace, technology in decision-making.

Jin Ooi, Managing Director of Distilleri Singapore and founding member of OAC, stated, "This GEO framework allows us to drive innovation while preserving the integrity of communications. AI should contribute to truth, transparency, and human connections—it should not replace them."

The Future of AI in Communication

The Trends of AI Adoption among PR Professionals in Asia 2025 report forecasts that in the upcoming five years, AI will become a strategic partner for PR professionals, significantly enhancing engagement, creativity, and accountability.

Emerging future trends include:

- Highly personalized storytelling through predictive analytics and generative tools.
- Experience value-focused measurement of effectiveness, shifting the emphasis from traditional exposure metrics toward reliability and relevance.
- Ethical leadership in fostering an ecosystem where AI is utilized responsibly, prioritizing reputation management.

Siwon Hahm reflects, "The future of AI in the communications sector lies not in faster output but in achieving higher-quality results. Asia's PR professionals are ready to lead this evolution."

Regional Insights on AI Implementation

General sentiment towards AI adoption across Asia is largely optimistic. Countries like Indonesia and Vietnam view AI as a driving force for creativity and innovation. In Thailand, Malaysia, and the Philippines, AI integration into analytics and engagement is progressing with increased focus on measurement and ethics. Contrarily, Singapore, Japan, and South Korea adopt a governance-driven approach to AI incorporation, ensuring balance.

In India and Taiwan, advanced analysis and stakeholder mapping with AI are gaining traction, while compliance and foundational literacy are advancing in Hong Kong, China, and Cambodia.

Overall, more than 58% of respondents view AI as a positive force in communications, with 80% believing in the necessity for formal AI training. Key applications of AI include content development, trend analytics, and performance measurement, accompanied by heightened concerns about ethics, transparency, and data protection.

About the Report

The Trends of AI Adoption among PR Professionals in Asia 2025 is a publication by the One Asia Communications network, encompassing independent PR and communication agencies operating across 12 Asian markets. Conducted in collaboration with RB Consulting, this survey analyzes how PR professionals perceive, apply, and manage AI in their practices.

For the Japanese version of the report, free downloads are available at this link.

About One Asia Communications

One Asia Communications connects independent agencies in the Asia-Pacific region, merging global best practices with local expertise. This network provides strategic communication, digital marketing, and reputation management services tailored to each market's cultural and media landscape. More detail can be found at their website.

About Inoue Public Relations

Founded in 1970 by CEO Takashi Inoue, Inoue Public Relations specializes in various sectors including information technology, government, public organizations, and automotive industries. Their expertise extends to PR consulting for diverse clients, having received prestigious accolades including the Golden World Awards from the International Public Relations Association. For more information, visit their website.