Less than half of APAC comms pros say they have access to company-provided AI tools: Latest Zeno report

 Zeno, conducted a survey in 2025 to find out the readiness of communicators to face the new AI driven PR world. On a recent visit to India, David Lian, regional president of Asia Pacific, spoke to PRmoment India about its GEO optimisation service Geofluent, and the findings of the Clarity 2030 report.

This study reveals how APAC communicators see the future of their field: defined by AI transformation, where earned media gains new power as people rely on AI tools to find and judge information, and where creativity stands as the human edge. But even as they anticipate these shifts, most admit they’re not ready.

PRmoment India: What are the trends seen in Clarity 2030, with regard to the future skill readiness of communicators?

David Lian : We approached Clarity 2030 thinking about the state of the industry. Most clients are looking for help operating in a world with so many unknowns. We chose 2030 because it's a milestone for UN Sustainable Development Goals and it's when Gen Z will become the largest workforce.

We found that 81% of people ( communicators) surveyed in Asia said new skills are needed in the industry, but only a third felt confident their organization was ready for that shift. Additionally, 67% said AI is where people will find news in the future. In response, we’ve launched a suite of services called GeoFluent, helping clients create AI-friendly content and monitor their reputation on AI platforms like ChatGPT, Perplexity, or Gemini. We’ve had to change our methodology four or five times this year because new AI tools come out and the algorithms change. Every company is in a rush to find the GPTs that understand the people querying them.

PRmoment India: What is the skill gap observed in Clarity 2030?

David: Acquiring AI skills was the number one thing leaders referenced. But the other side is: where is the human edge? If AI takes over, what is our role? In our study, 70% said creativity is the human edge. But surprisingly, half of the respondents said diplomacy. AI doesn’t do relationships well yet. Corporations need their communicators to be diplomats more than ever.

Clarity 2030 Takeaways -APAC 

- AI, data, and digital are ranked as the top three skills comms pros must strengthen leading up to 2030. Yet AI is also a key reason they might leave the field. A paradox emerges: the tool they need most is also the one they fear most.

-80% say their skill- sets will need moderate to transformational change

-The report finds that fewer than half of APAC comms pros say they have access to company-provided AI tools—and one-in-five are turning to unsanctioned “shadow tools” to fill the gap, opening up potential data security risks.

-APAC comms pros are least confident in guiding executives through volatile, high- pressure moments—a critical gap in future- ready leadership.