OAC Report: 92% of Indian comms teams use AI, but are fumbling with GEO

India’s communications and marketing industry is embracing artificial intelligence at unprecedented speed, with 92% of teams already using AI for content creation. 

Yet this rapid adoption is not matched by the organisational structures needed to support it. According to 'AI Adoption Among PR Professionals in Asia 2025', a white paper by One Asia Communications (OAC), India shows strong enthusiasm for AI but remains significantly underprepared for the demands of the Generative Engine Optimisation (GEO) era.

The paper is based on a survey of 300 respondents across 12 markets in Asia, including India, Malaysia and Japan.

Chetan Mahajan, founder and CEO of The Mavericks, and One Asia Communications’ India partner, said, “GEO represents the single biggest growth opportunity for India’s integrated marketing communications industry. When communication becomes AI discoverable, personalised and anchored in ethical clarity, PR does not become less relevant. It becomes even more essential. However, while there is tremendous excitement around AI in India, our preparedness and investment in proprietary AI capabilities are not keeping pace. The organisations that close this GEO gap fastest will shape the next era of influence."

India’s emerging “GEO Gap"

The survey highlights strong interest and experimentation, especially among smaller teams. But this momentum is tempered by the absence of foundational preparation. Key findings from the India segment include:

• 68% of respondents view AI as a positive force

• Smaller organisations (<200 employees) rely heavily on free tools, with 75% experimenting without an AI strategy

• Larger organisations show slightly more structure, yet only 29% have comprehensive AI guidelines

• Skills gaps ranging from 32% to 67% and budget constraints between 25% and 50% are the biggest barriers (large vs small)

• Investments in proprietary AI models, GEO-friendly content architecture and advanced monitoring platforms are still limited

Taken together, these findings form what OAC identifies as India’s emerging “GEO gap”. High usage but low optimisation for a future where generative engines shape how audiences discover and interpret brands.

Can India’s communicator evolve from executor to strategist

AI is reshaping the role of communicators by shifting the focus from execution to judgement, interpretation and strategic counsel. In India, this shift is already visible: more than 80% of teams now use AI for research, insights, and audience interpretation, outpacing the Asian average and signalling a move toward deeper, insight-led work.

Siwon Hahm, chairperson of One Asia Communications and chief executive officer of Hahm Partners, noted, “AI is transforming communicators into insight generators and trust builders. We are moving from doing the work to directing how technology supports human understanding and truth.”

In India:

• Smaller organisations are using AI primarily to scale content and accelerate research

• Larger companies are applying AI to more strategic tasks such as crisis planning, predictive analysis and campaign design

• Across both groups, professionals expect AI to reshape PR work within the next five years

What Indian organisations need next

The study identifies four priorities for strengthening India’s AI readiness: structured AI training (requested by 57–83% of respondents), access to affordable AI tools, the development of GEO-ready content and measurement frameworks, and the adoption of clear AI governance and ethical guidelines, which remain absent in most organisations today.