Staffing and AI major challenges facing communications sector

The revelation came as a report for IPREX, the global communications and public relations network, also indicated that 59pc of global communications firms are now conducting their business in the Europe, Middle East and African region.

IPREX, which is staging its three day European conference in Cork this week, said staffing and resources as well as the roll-out of Artificial Intelligence are the key challenges facing the sector into the future.

The research was conducted over 430 communication leaders across 28 countries.

One in five communications executives identified budgets and having too few staff to undertake work as the key challenges they now face in the post pandemic marketplace.

The three-day Cork event was facilitated by Ann Marie O'Sullivan of O'Sullivan PR, the host IPREX partner.

Another key challenge facing the sector is the impact of Artificial Intelligence (AI) on various communications duties.

IPREX guest speaker, Ellen Gunning of Mettacomm, warned that the ripples of the roll-out of AI will be felt across the global industry.

“When people think of AI, and generative AI in particular, they think of the immediate impact on skills like content creation," she said.

"But that is just the beginning. AI is like tossing a pebble into a pool – the ripples extend over a vast area."

Experts warned that AI will have a seismic impact on the industry and how it operates.

“As a data prophet, I’m fascinated by the extent to which our lives will change. The positives are terrific – longer and healthier lives, but the potential negatives around lack of ethics, equality and equity need to be discussed now."

"We need to ensure that the intelligence that we create benefits the whole of society and that is a global challenge.”

IPREX is a €500 million network of communication agencies with more than 1,100 communications professionals in more than 100 markets globally.