Responsible AI in PR starts with strong governance

Generative AI is no longer niche it’s becoming part of everyday work in the UK PR sector. From drafting press releases to analysing industry insights, agencies are using generative AI to boost efficiency and productivity. This year, the Copyright Licensing Agency (CLA) carried out research which showed that 63% of UK professionals already use generative AI, and 71% expect to by the end of 2025.

The takeaway? AI is here to stay. But as adoption accelerates, it is essential that governance and compliance keep pace. According to PRWeek, 65% of UK PR firms have integrated AI into their workflows, yet CLA’s research shows that only 60% of professionals believe their organisation has a generative AI policy in place. Of those without a policy, just 38% know of plans to create one.

This gap matters because governance isn’t just a box-ticking exercise, it’s a foundation for trust, risk management, and ethical innovation. According to Nikki Francis-Jones, managing director of The Wilful Group, “Institutional clients, particularly funds and DFIs, are now asking PR consultancies to define our AI approach in proposals, reflecting a new layer of governance in communications”.

In a competitive market, governance is fast becoming a differentiator and those who embed it into their AI strategy will lead the way.

Why governance matters now

Generative AI tools are multiplying. UK professionals typically use two to three different tools, with ChatGPT the most common, followed by Copilot and Gemini. Two-thirds of users are on paid plans, signalling sustained workplace use.

But copyright awareness hasn’t kept up. Only 24% of generative AI users say they have a strong understanding of how copyright applies to AI tools. The risk? People are inputting or resharing third-party content with little knowledge of what’s allowed, potentially exposing themselves and their employers to legal pitfalls.

This is why governance frameworks, and licensing, are essential.

Building an AI governance framework for PR

Now is the time for PR agencies to establish clear guardrails around generative AI. These tools are already embedded in day-to-day workflows, so governance cannot be an afterthought. A strong framework helps agencies manage risk, protect client trust, and maintain compliance while still innovating.

Key considerations when developing a generative AI workplace framework may include:

• Generative AI usage policies: Establish clear, enforceable guidelines on how generative AI tools can be used within the organisation, specifying approved use cases, tools, and any restrictions. For PR agencies, this should include rules for client-facing outputs, such as press releases, social media content, and campaign materials, ensuring that AI-generated content meets brand standards and regulatory requirements.
   
• Content governance and licensing: PR teams often work with third-party articles, research and media coverage. Define what types of content and data can be used as prompts or inputs in generative AI tools, and ensure appropriate permissions and licences are in place to support the lawful use of third-party published content protected by copyright.
   
• Employee training and accountability: Implement regular training programs to educate and inform employees on generative AI, responsible uses, and ethical and copyright considerations when prompting generative AI tools. For PR agencies, this should include how to critically review AI outputs before sharing with clients or media or publications.
   
• Tool evaluation and security: Assess the security credentials of a generative AI tool before authorising its implementation and use in the workplace, and do this on a continual basis to ensure that the tool not only complies with the organisation’s data and security requirements and controls, but that content and data inputted will not be used to train the tool’s underlying algorithm. For PR agencies, this is especially critical when handling sensitive client information or embargoed media content, any breach could damage trust and reputation.
   
• Monitoring and auditing: Establish processes to track usage of generative AI tools within the organisation, ensure compliance with the policy by users, and identify and address potential risks early on.

Licensing as a practical solution for compliance

Governance frameworks often overlook a critical element: lawful use of published content in AI prompts. This is where licensing comes in. CLA has introduced new workplace permissions under its Business Licence, which now allow organisations to legally use content from opted-in publications when prompting generative AI tools, covering common tasks like drafting, summarising, and analysing content. These permissions ensure that rights holders continue to receive fair remuneration as their content is being reused in new ways.

For PR and communications agencies, the Media Consultancy Licence is an essential add-on to the Business Licence. While the new generative AI permissions sit within the Business Licence, agencies that hold both licences benefit from broader coverage for their high-volume content use. This combination gives PR firms confidence to innovate responsibly while staying compliant.

For PR agencies, licensing offers a practical way to align innovation with compliance, supporting governance frameworks while enabling lawful, ethical use of content.

The future: Human judgment meets machine intelligence

Generative AI can accelerate research, ideation, and content creation, but it cannot replace human judgment. As Nikki from The Wilful Group highlighted:

“In the AI-enabled future of PR, advantage will rest with those who bring experience and judgement to the table; those with teams who have the ability to challenge what the machine produces, can connect it to real-world context, turning it into strategies and storytelling that stand up to scrutiny.”

Governance frameworks, and licensing, are not barriers to innovation; they are enablers of sustainable, ethical growth. By embedding both into their AI strategies, PR firms can harness the transformative potential of generative AI while safeguarding trust, compliance, and the creative ecosystem that underpins their work.

Find out more information on CLA and how licensing can support your PR agency.