AI Transforms PR: Filipina Leader Ana Pista Warns of Pitfalls
AI is transforming public relations, offering faster, wider reach, and smarter decisions, but it must enhance human connection, warns Filipina PR leader Ana Pista. She highlights AI's potential and pitfalls, calling for responsible use and mastery by communication professionals.
AI's impact on PR is significant. It can reshape strategies from content-driven to outcome-driven, with opportunities in predictive trend modeling and crisis management. However, misuse can lead to political manipulation, deepfakes, and data exploitation. Pista, a prominent PR figure, describes AI as a 'double-edged sword' for the industry.
Pista recommends prioritizing privacy, transparency, and establishing standard operating procedures to ensure AI supports credibility and trust. She proposes an ethics framework for AI use in communication, emphasizing that AI should enhance, not replace, human connection. She urges communicators to master AI responsibly and creatively, focusing on truth to prevent misinformation, especially in fast-digitalizing societies like the Philippines and Indonesia. According to Pista, ethics in AI involves accountability, sharp judgment, and using AI as a tool for positive, human-centered communication.
A 2025 study by Ahrefs revealed the growing influence of AI, with over 70% of newly created English-language web pages containing AI-generated content.
AI integration in PR offers immense potential but requires responsible use. Ana Pista, a leading voice in the industry, calls for professionals to master AI as a core competency. By prioritizing ethics and human connection, PR can harness AI's power for positive, credible communication.
