AI tools offer efficiency but ethics and oversight remain crucial, say PR leaders

“No AI can replace strategy - it amplifies it,” said Ana Pista, Masterclass Trainer and CEO of the AI Centre of Excellence (ACE), Founder and CEO of Ardent Communications, during a workshop in Jakarta on Tuesday (21/10). The session, titled, “Shape the Future of Your Communications Strategy with AI”, was hosted in partnership between ACE, Asosiasi Perusahaan Public Relations Indonesia (APPRI) and Reputasia Strategic Communications.

Speakers included Nezar Patria, the Vice Minister of Communications and Digital Affairs of the Republic of Indonesia, Ana Pista, Hemant Gaule, Senior Vice President at Adfactors PR, Sari Soegondo, President of APPRI and Co-Founder and Executive Director of Indonesia Communications (ID COMM), as well as Fardila Astari, Co-founder and Communications Strategist at Reputasia. The session explored how PR and comms practitioners can leverage AI tools to enhance efficiency and strategic impact.

Ana highlighted how AI has enabled her team to produce client work more efficiently - from creating content and tracking sentiment to analysing campaign results. “AI won't replace communicators, but communicators who know how to use AI and use it wisely will replace those who don’t,” she said. She added that while AI can process and compile vast amounts of data quickly, human verification remains essential to ensure accuracy and add creativity, empathy, and authenticity to communications.

Hemant advised treating AI tools like an intern that needs guidance to perform effectively, and that users must be a “good boss” to ensure the output meets expectations and delivers the best possible results. He also cautioned against sharing sensitive information, recommending that only data approved by the company or legal team be used.

Fardila concluded by emphasising the importance of ethical guidelines for AI use, noting that careless application can create reputational risks, as seen by cases where major companies faced credibility issues due to AI-generated inaccuracies.

(Pictured from left to right: Niken Widi Hapsari, Managing Director of SEQARA Communications (moderator), Fardila Astari, Ana Pista, and Hemant Gaule)