A new landmark study shows that PR practitioners across the region are embracing AI with greater strategic intent as they evolve their role as architects of trust, insight, and human connection.
Unveiled at the annual One Asia Communications Forum in Bangkok, the “AI Adoption Among PR Professionals in Asia 2025” white paper by One Asia Communications (OAC) provides the first independent, regionally grounded view on how AI is reshaping communications across 12 Asian markets.
AI as an accelerator
Conducted with RB Consulting, the study surveyed nearly 300 in-house communications leaders from Cambodia, China/Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam.
Across the region, communicators overwhelmingly see AI as an accelerator of insight generation, efficiency, and smarter brand storytelling.
As AI tools take on monitoring, drafting, and data analysis, PR professionals are redirecting their energy toward higher-order responsibilities.
These include judgment, strategic foresight, ethics, and the nuanced interpretation of sentiment—areas where human intelligence remains irreplaceable.
“AI is transforming communicators into better insight generators and trust builders,” said Siwon Hahm, chair of One Asia Communications and CEO of Hahm Partners, in a press release.
“We are moving from doing the work to directing how technology supports human understanding and truth.”
Already, marketing teams are tapping AI for audience insights and creative optimization, corporate communications teams are applying AI to stakeholder mapping and predictive issues management, while PR leaders are steering conversations on the ethical and reputational dimensions of AI.
The rise of GEO: The next frontier in PR
A major insight from the white paper is the emergence of Generative Engine Optimization (GEO)—a rising discipline where AI, data, and storytelling converge. In an AI-indexed world, brand visibility increasingly depends on how intelligent systems interpret and elevate trusted content.
GEO pushes communicators to develop transparent, trustworthy outputs that algorithms can easily process; create personalized, adaptive audience experiences; and embed emotional intelligence into digital narratives to maintain authenticity in automated environments.
Governance, ethics, and oversight
GEO also carries a second meaning: Governance, Ethics, and Oversight.
Communicators across APAC agree that these pillars form the backbone of responsible AI integration. Clear policies, transparency, fairness, and human supervision are essential for protecting public trust.
Outlook: AI as co-pilot
Over the next five years, AI is expected to serve as a strategic co-pilot—fueling hyper-personalized storytelling, experience-based measurement, and ethical leadership across PR functions.
Regional sentiment is largely positive. Indonesia and Vietnam report strong optimism, while Singapore, Japan, and South Korea prioritize governance-led adoption.
Meanwhile, the Philippines, Thailand, and Malaysia show growing maturity in AI-powered analytics and measurement.
For Noel Rene Nieva, president & CEO of Perceptions Inc. and Philippine representative to OAC, the findings reflect ongoing realities.
“AI is becoming an indispensable partner, but its true value comes when it enhances—not replaces—human judgment and creativity,” Nieva said. —Ed: Corrie S. Narisma
