Ardent Communications (ArdentComm) founder and CEO Ana Pista called for the responsible use of and appropriate investment in artificial intelligence or AI.
At the World Public Relations Forum (WPRF) held from November 19 to 22 in Bali, Indonesia, Pista discussed the challenges of ethical AI in public relations. She shares her insights in a panel discussion titled “Ethical Implications of AI in PR and Communications.”
This year, the WPRF’s theme is “Purposeful Influence for the Common Good.”
ArdentComm: Ethical AI puts people first
Pista shared numerous details on 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
The ArdentComm CEO elaborated on the duality of AI as “an enabler and a challenge.” She highlighted how AI-driven innovations are reshaping the industry while empowering communications with:
- Real-time trend tracking: AI monitors public sentiment, brand perception, and social media trends. Consequently, it ensures that PR teams follow how people perceive a brand.
- Data-driven insights: AI provides actionable analytics, uncovering patterns, and insights that enhance campaign effectiveness and deliver measurable outcomes.
- Enhanced CRM systems: AI tools streamline client and media relationship management by identifying the most relevant journalists and influencers. As a result, it boosts the campaign’s precision and engagement.
Later, the CEO shared her company’s unwavering commitment to responsible AI use and proper investment in its talent. The agency’s dedication to ethical use of AI manifests through:
- Adherence to Privacy Laws: The company complies strictly with local and international privacy laws, such as the Philippines’ Data Privacy Act.
- Ethical AI Design and Application: ArdentComm forbids using AI in ways that manipulate or deceive the public.
- Continuous Staff Training: Employees undergo training to understand the latest legal requirements and ethical considerations in AI use.
READ: AI in Journalism: How AI can augment journos’ jobs
Pista understands that clients and audiences might hesitate to use AI-generated content. In response, ArdentComm prioritizes a “human-first approach in every campaign.”
“Ai enhances our work but never replaces the human judgment central to meaningful PR strategies,” the founder stated.
She ended her discussion by reminding the audience that harnessing AI’s potential is a responsibility, especially in public relations:
“AI is not a substitute for ethical decision-making; it’s a tool to amplify our human values.”