Public relations' disruption model on chatgpt issue

  • Indra Kertati Universitas 17 Agustus 1945 Semarang
  • Carlos Y.T. Sanchez ESIC Business and Marketing School
  • Muhammad Basri Universitas Halu Oleo
  • Muhammad Najib Husain Universitas Halu Oleo
  • Hery Winoto Tj Universitas Kristen Krida Wacana
Abstract views: 517 , PDF downloads: 383
Keywords: public relations disruption, tesla optimus, replygpt, language model


With the rising of AI technology, a new disruption occurred in society. Disruption can actually be a social phenomenon that exists even in Indonesian society. However, the current state is making the disruption become a commercial interest. A bold example is Tesla's AI Bot named Optimus in the @TeslaAIBot account and a new GPT used for Twitter commentaries called @ReplyGPT. Content Analysis was the methodology for this research, with crawling data related to ChatGPT from Twitter from December 2022-January 2023. Both served as the bridge between humans and AI, and both pushed awareness that there are other creatures than humans. The sequential explanatory design method will discover a new perspective of GPT as advanced technology. People realise that the closest thing that could change human civilisation is language models.


Allagui, I., & Breslow, H. (2016). Social media for public relations: Lessons from four effective cases. Public Relations Review.
Ante, L. (2022). How Elon Musk’s Twitter Activity Moves Cryptocurrency Markets. SSRN Electronic Journal.
Archwell, D., & Mason, J. (2021). Evaluating corporate leadership in the united states: a review of elon musk leadership. African Journal of Emerging Issues, 3(2).
Ash, L. (2020). Here’s How Airlines Use Social Media To Reduce The Impact of Travel Disruptions.
Brunner, B., & Smallwood, A. (2019). Prioritizing public interest in public relations: Public interest relations. Public Relations Inquiry, 8(3), 245–264.
Cahyaningrum, N. I., Yoshida Fatima, D. W., Kusuma, W. A., Ramadhani, S. A., Destanto, M. R., & Nooraeni, R. (2020). Analysis of User Sentiment of Twitter to Draft KUHP. Jurnal Matematika, Statistika Dan Komputasi, 16(3), 273.
Chen, M., Radford, A., Child, R.Wu, J., Jun, H., Dhariwal, P., & Luan, D. (2020). Image GPT. Icml, PartF16814, 1669–1681.
Chin, X., Kho, J., Tey, C., Wong, S., & Yew, J. (2017). Managerial Perceptions towards The Role Of Public Relations: Public Relations Practices In The Malaysian Hotel Industry. UTAR.
Coco, S. L., & Eckert, S. (2020). #sponsored: Consumer insights on social media influencer marketing. Public Relations Inquiry, 9(2), 177–194.
Dale, R. (2021). GPT-3: What’s it good for? Natural Language Engineering, 27(1), 113–118.
Dehouche, N. (2021). Plagiarism in the age of massive Generative Pre-trained Transformers (GPT-3). Ethics in Science and Environmental Politics, 21, 17–23.
Floridi, L., & Chiriatti, M. (2020a). GPT-3 Creative Fiction. Minds and Machines, 30(4), 681–694.
Floridi, L., & Chiriatti, M. (2020b). GPT-3: Its Nature, Scope, Limits, and Consequences. Minds and Machines, 30(4), 681–694.
Gesualdi, M. (2019). Revisiting the relationship between public relations and marketing: Encroachment and social media. Public Relations Review.
Hidayat, E., Susilo, D., & Garcia, E. M. A. (2021). Handling Covid-19 in Sampang: leadership and local elite public communication strategy. Jurnal Studi Komunikasi, 5(2), 319–335.
Hopster, J. (2021). What are socially disruptive technologies? Technology in Society, 67, 101750.
Hu, Y., Kuang, W., Qin, Z., Li, K., Zhang, J., Gao, Y., Li, W., & Li, K. (2023). Artificial Intelligence Security: Threats and Countermeasures. ACM Computing Surveys, 55(1), 1–36.
Inayah, D., & Purba, F. L. (2021). Implementasi social network analysis dalam penyebaran informasi virus corona (covid-19) di twitter. Seminar Nasional Official Statistics, 2020(1), 292–299.
Ivankova, N. V., Creswell, J. W., & Stick, S. L. (2006). Using Mixed-Methods Sequential Explanatory Design: From Theory to Practice. Field Methods, 18(1), 3–20.
Jiang, Y., Li, X., Luo, H., Yin, S., & Kaynak, O. (2022). Quo vadis artificial intelligence? Discover Artificial Intelligence, 2(1), 4.
Kivimaa, P., Laakso, S., Lonkila, A., & Kaljonen, M. (2021). Moving beyond disruptive innovation: A review of disruption in sustainability transitions. Environmental Innovation and Societal Transitions, 38, 110–126.
Losada, D. E., Crestani, F., & Parapar, J. (2019). Overview of eRisk 2019 Early Risk Prediction on the Internet. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics).
Lucy, L., & Bamman, D. (2021). Gender and Representation Bias in GPT-3 Generated Stories. Proceedings of the Third Workshop on Narrative Understanding, 48–55.
Montemayor, C. (2021). Language and Intelligence. Minds and Machines, 31(4), 471–486.
Mustofa, A., Susilo, D., Hidayatulloh, N., Huda, M., & Maseleno, A. (2021). A Study on the Requirement of Corporate Social Responsibility and Its Benefits in Corporate World. Turkish Online Journal of Qualitative Inquiry, 12(5), 499–513.
Phelan, O., McCarthy, K., & Smyth, B. (2010). Buzzer - Online real-time topical news article and source recommender. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics).
Pilipiszyn, A. (2021). GPT-3 Powers the Next Generation of Apps. OpenAI.
Romele, A. (2022). Images of Artificial Intelligence: a Blind Spot in AI Ethics. Philosophy & Technology, 35(1), 4.
Romero, D. M., Galuba, W., Asur, S., & Huberman, B. A. (2011). Influence and passivity in social media. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics).
Santoso, N. R., & Negoro, S. H. (2019). Public relations and tourism: finding public relations’ role in communicating tourist destination. Jurnal Studi Komunikasi, 3(2), 138–150.
Saraswat, V., & Yun, A. (2009). Anonymous signatures revisited. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics).
Sezgin, E., Sirrianni, J., & Linwood, S. L. (2022). Operationalizing and Implementing Pretrained, Large Artificial Intelligence Linguistic Models in the US Health Care System: Outlook of Generative Pretrained Transformer 3 (GPT-3) as a Service Model. JMIR Medical Informatics, 10(2), e32875.
Sotnik, S., & Lyashenko, V. (2022). Prospects for Introduction of Robotics in Service.
Susilo, D. (2021). Buku ajar komunikasi kontemporer CSR dalam tinjauan praksis komunikasi. Unitomo Press.
Susilo, D. (2022). Teori - teori Komunikasi Manusia. Gramedia.
Susilo, D., Christantyawati, N., Joko Prasetyo, I., & Rodrick Juraman, S. (2019). Content analysis of LINE application user: intersecting technology and social needed. Journal of Physics: Conference Series, 1175, 012224.
Toyon, M. A. S. (2021). Explanatory sequential design of mixed methods research: Phases and challenges. International Journal of Research in Business and Social Science (2147- 4478), 10(5), 253–260.
Van Heerden, G., & Rensburg, R. (2005). Public relations roles empirically verified among public relations practitioners in Africa. Communicare: Journal for Communication Sciences in Southern Africa, 24(1), 69–88.
Venture, G., Muraccioli, B., Bourguet, M.-L., & Urakami, J. (2022). Can robots be good public speakers? Sixteenth International Conference on Tangible, Embedded, and Embodied Interaction, 1–6.
Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2014). Public Relations: Strategies and Tactics. Pearson.
Wilson, C. (2022). Public engagement and AI: A values analysis of national strategies. Government Information Quarterly, 39(1), 101652.
Wilson, C., & van der Velden, M. (2022). Sustainable AI: An integrated model to guide public sector decision-making. Technology in Society, 68, 101926.
You, L., & Hon, L. (2022). Measuring consumer digital engagement and political consumerism as outcomes of corporate political advocacy. Public Relations Review, 48(5), 102233.
How to Cite
Kertati, I., Sanchez, C. Y., Basri, M., Husain, M. N., & Winoto Tj, H. (2023). Public relations’ disruption model on chatgpt issue. Jurnal Studi Komunikasi, 7(1), 034-048.

Most read articles by the same author(s)