24 Nov 2025

AI in Ireland: What Businesses Need to Know

Artificial intelligence is reshaping how we work, shop, and trust brands—and Ireland is no exception. In a recent webinar, Karen Howley, AI strategist and lecturer at Trinity Business School, joined Alison Flannery from Amárach Research to share fresh insights and practical advice for professionals navigating this fast-changing landscape.

Key findings from the discussion:

AI adoption is accelerating: Over half of Irish adults now use AI, with growth across all age groups and sectors.
Consumer comfort is rising: AI in purchasing and customer service is gaining acceptance—but trust and human oversight remain critical.
Brand trust is at stake: Poor-quality AI content can damage reputation; editorial control is more important than ever.
Risks are real: Many employees use consumer-grade AI tools at work, creating governance and security challenges.
Upskilling matters: Continuous learning and open conversations are essential for safe, effective AI adoption.

The webinar also explored how marketing, HR, and digital teams are leveraging AI tools and what the EU AI Act means for Irish businesses. Click here to watch the webinar.

PRII Members can also check out the Use of AI in PR Guidelines and other AI resources by logging into MyPRII.