A new survey by Muck Rack reveals a growing but divided approach to artificial intelligence (AI) use in journalism. While the technology is quickly becoming integrated into many industries, the survey shows that only 28% of journalists are currently using AI in their workflows, with a further 20% planning to explore it. These insights are part of Muck Rack’s seventh annual State of Journalism report, which surveyed 1,106 journalists to assess the current state of the media landscape.
For those embracing AI, the primary uses include brainstorming ideas (52%), conducting research (51%), and drafting headlines (34%). However, despite these emerging trends, nearly 60% of respondents reported that their newsrooms do not have formal AI use policies, underscoring the uncertainty and ethical concerns surrounding AI in journalism.
The ongoing transformation comes as the industry continues to face long-standing challenges. Around one-third of journalists surveyed expressed concerns about a lack of funding and declining public trust in journalism—issues consistent with previous years. Financial pressures on newsrooms have also led to a wave of layoffs and buyouts, with over a third of journalists reporting job cuts at their organisations in the last year.
Gregory Galant, co-founder and CEO of Muck Rack, addressed the difficulties facing modern journalists. “It’s a difficult time for many, with layoffs and buyouts happening far too often. Our research found a gap between workload and compensation, with most journalists working overtime and wages stagnating. Using AI for tasks like research and brainstorming may help offset shrinking newsrooms, but more support and funding are needed to ensure a free and independent press endures.”
Heavy Workloads and Stagnant Pay
Journalists are shouldering increasingly heavy workloads, often with limited financial reward. The survey found that 64% of journalists work more than 40 hours a week, and 79% work after hours at least once a week. For 34% of respondents, working beyond regular hours has become a near-daily routine. Yet only 46% reported earning more than $70,000 annually, highlighting a growing disparity between workload and compensation.
Content production demands are also high, with nearly one-quarter of journalists producing 11 or more stories per week, while a similar proportion manage to produce 5 to 7 stories weekly. These figures reflect the pressure journalists face in an era of shrinking newsrooms and increasing content demands, which may explain why many are turning to AI to manage their tasks more efficiently.
Social Media and the Search for Alternatives
Despite the rise of AI, social media continues to play a crucial role in journalism. More than half of the journalists surveyed said that social platforms are important for producing stories, while 70% said they use them to promote their work. X (formerly Twitter) remains the platform of choice for most journalists, with 36% naming it the most valuable for their work. However, the platform’s dominance may be waning, as one in five journalists reported moving away from X this year, and about a third are actively searching for alternatives.
Relationships Between PR and Journalism
The relationship between public relations (PR) professionals and journalists remains important, with 70% of respondents stating that PR professionals are at least moderately important to their success. Despite receiving an average of six or more pitches per day, nearly half of the journalists (49%) seldom or never respond, often due to irrelevant content.
Journalists also have clear preferences when it comes to pitching. Most prefer receiving pitches via one-on-one email, with messages sent before noon being the most effective. Additionally, pitches should be concise—ideally 200 words or fewer—and only one follow-up should be made within three to seven days.
As the landscape continues to shift, Muck Rack’s report highlights the challenges and opportunities facing journalists today. From balancing the integration of AI to navigating the evolving dynamics of social media, the industry is adapting to meet the demands of a rapidly changing world. However, the need for greater financial stability, clearer AI policies, and improved support for overworked journalists remains a pressing concern for the future of the press.
