Will AI improve our ability to measure communications?

May 19, 2025 at 6:29 pm Leave a comment

The Global Communication Report from USC Annenberg has been published. An annual global survey of communication professionals, normally the report has a strong focus on communication measurement and evaluation. This year’s edition “Mind the Gap” only has one mention on measurement – it found that 24% of communication professionals thought that the ability to measure the impact of public relations will greatly improve because of AI (the smaller numbers in the chart represent demographic splits from Millennials to Boomers).

That’s only one quarter of communicators – personally I think it will improve our ability to measure the impact of communications – perhaps not “greatly” though – that remains to be proved!

Download the report here (download is free but you need to register)