Deputy Minister of Communication and Digital Nezar Patria stated that artificial intelligence (AI) innovation must be made a partner by public relations practitioners in carrying out public communication.
He believes that even though AI has become sophisticated and is considered capable of independently producing content for public communication, the role of humans behind it remains crucial, so AI needs to be a partner and not replace humans entirely.
"The success of public relations practitioners in the future will be determined by how adept we are at using AI as a strategic enhancer, and how firmly we uphold ethical and humanitarian standards," Nezar said in a press statement received and confirmed on Thursday.
Nezar cited various examples of public relations tasks that AI can now handle, including drafting press releases, analyzing public data, and monitoring media sentiment.