Bangkok: A recent report by One Asia Communications (OAC) reveals that 58% of corporate communicators in Asia are prepared to utilize artificial intelligence (AI) as an assistant, but the actual adoption of AI tools within organizations remains limited. The report, a collaboration between OAC and RB Consulting, provides insights into the AI communication landscape in Asia and was accompanied by a strategic guide aimed at helping organizations bridge the current adoption gap by 2026.
According to Thai News Agency, the study, titled 'AI Adoption Among PR Professionals in Asia 2025,' is the first independent research report of its kind commissioned by an agency in the region. It surveyed nearly 300 PR professionals across 12 countries, including Cambodia, China/Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam. The research examines various aspects such as familiarity with AI tools, perceived benefits, usage within organizations, challenges faced, and considerations regarding ethics and governance. Ms. Siwon Hahm, President of OAC and CEO of Hahm Partners, emphasized the importance of this research as a starting point to understand AI's impact on communications in Asia.
Mr. Naphat Kanchanachai, Managing Director of JC and CO Communications Co., Ltd., highlighted three key risks associated with AI adoption that organizations need to prepare for. These include the proliferation of fake news and deepfake media, societal fragmentation and sensitivity, and the challenge of ensuring corporate content stands out amidst information overload. He stressed the importance of real-time fact-checking systems and reliable communication channels to mitigate these risks.
The OAC report also reveals that while many PR professionals in Asia view AI positively, there is still a need for a clear enterprise-level strategy for AI integration. The study underscores the lack of strategic thinking in AI use and highlights the importance of addressing ethical and governance issues. It identifies key areas for skills development, such as creating effective prompts, ethical AI use, data analysis, and accurate measurement of results.
Ong Hock Chuan, CEO of Maverick Indonesia and founder of OAC, noted that the study found regional variations in AI adoption attitudes across Asia. While countries like Indonesia and Vietnam see AI as a driver of creativity, others like Singapore, Japan, and South Korea are adopting a governance-led approach. The concept of Generative Engine Optimization (GEO) was introduced, which combines AI, data, and storytelling to adapt content according to audience behavior while ensuring ethical and responsible AI use.