India has emerged as one of the most optimistic markets in Asia for AI adoption. According to AI Adoption Among PR Professionals in Asia 2025, a new white paper by One Asia Communications (OAC), 92% of teams are already using AI for content creation.
Additionally, 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.
But this is tempered by significant structural gaps.
For example, smaller organisations (those less than 200) are using AI primarily to scale content and accelerate research. But they rely heavily on free tools, with 75% experimenting without an AI strategy.
In contrast, large companies are applying AI to more strategic tasks such as crisis planning, predictive analysis, and campaign design. Yet, these organisations, while they show slightly more structure, only 29% have comprehensive AI guidelines.
Skills gaps ranging from 32% to 67% and budget constraints between 25% and 50% in both types of organisations proved to be the biggest barriers.
Investments in proprietary AI models, GEO-friendly content architecture and advanced monitoring platforms also remain limited.
Uphill climb
While India’s AI adoption is encouraging, the report found that very few agencies have begun optimising communication for generative engines, despite 50% to 58% recognising that AI-powered search already influences brand reputation.
Not optimising for GEO (Generative Engine Optimisation) at a time when generative engines have started shaping how organisations are found and understood will be a major stumbling block.
Ong Hock Chuan, managing partner, Maverick Indonesia, and a founding member of the OAC network, said, “If your brand does not exist in the generative ecosystem, it may not exist at all. Communicators must design for discoverability, not just visibility.”
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.
Chetan Mahajan, founder and CEO of The Mavericks, 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,” said Chetan Mahajan, founder and CEO, The Mavericks, One Asia Communications’ India partner. “The organisations that close this GEO gap fastest will shape the next era of influence.”
