Ana Pista, founder and CEO of Ardent Communications (ArdentComm), called for responsible use and appropriate investment in artificial intelligence or AI.
At the World Public Relations Forum (WPRF) held November 19-22 in Bali, Indonesia, Pista spoke about the challenges of ethical AI in public relations. She shares her insights in a panel discussion titled “Ethical Implications of AI in Public Relations and Communications.”
This year’s WPRF theme is “Determined Influence for the Common Good.”
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ArdentComm: Ethical AI puts people first
Pista shared many details about how AI adds value to the work of PR professionals and their clients.
She also explained how her company ensures that AI does not violate ethics, privacy or the law.
READ: How to Use AI Art Ethically
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The ArdentComm CEO explained the duality of AI as “enabler and challenge.” She highlighted how AI-driven innovations are reshaping the industry while strengthening communications with:
- Real-time trend monitoring: AI monitors audience sentiment, brand perception, and social media trends. Therefore, this ensures that PR teams track how people perceive a brand.
- Data-driven insights: AI provides actionable analytics, revealing patterns and insights that improve campaign effectiveness and produce measurable results.
- Improved CRM systems: AI tools streamline customer and media relationship management by identifying the most relevant journalists and influencers. As a result, this increases campaign accuracy and engagement.
Later, the CEO shared her company’s unwavering commitment to the responsible use of AI and appropriate investment in its talent. The agency’s commitment to the ethical use of AI is manifested through:
- Compliance with privacy laws: The Company strictly complies with local and international privacy laws, such as the Philippine Data Privacy Act.
- Ethical design and application of AI: ArdentComm prohibits using AI in any way that manipulates or deceives the public.
- Continuing staff training: Employees undergo training to understand the latest legal requirements and ethical considerations related to the use of AI.
READ: AI in journalism: how AI can augment the work of journalists
Pista understands that customers and audiences may be hesitant to use AI-generated content. In response, ArdentComm prioritizes a “people-first approach in every campaign.”
“AI enhances our work but never replaces human judgment, which is essential to meaningful public relations strategies,” the founder said.
She ended her debate by reminding the audience that harnessing the potential of AI is a responsibility, especially in public relations:
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“AI does not replace ethical decision-making; it is a tool to amplify our human values.
