AI public relations: the early rise of Kizuna AI
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Keywords:
artificial intelligence, new media theory, public relations
Abstract
AI has assumed a dominant role in society, leveraging various tools to extend its influence beyond digital marketing and content creation. In the year 2023, AI's industry role has witnessed significant expansion. An illustrative example of this is the emergence of Kizuna AI, which serves as a testament to the fact that AI is not confined solely to scientific rigour but also encompasses creative endeavours akin to those undertaken by humans. In light of these developments, the New Media Theory prompts us to reconsider the discourse surrounding AI, recognising that it manifests differently in certain respects and has the potential to behave unpredictably as it becomes increasingly integrated into society. For this study, the Media Analysis model proposed by Neuman was employed to gain valuable insights. This research underscores the importance of fostering greater collaboration between humanity and scientific disciplines to gain a comprehensive understanding of how AI operates. By bridging these domains, researchers can unlock more profound insights into the workings of AI and its implications for society.
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Achmad, Z. A. (2020). Review Buku: Mediamorphosis: Understanding New Media by Roger Fidler. In Potret Masyarakat dan Kebijakan Pemerintah dalam menghadapi tantangan Pandemi Covid-19.
Admin. (2022). New Media Theory: Definition, Functions, and Benefits. https://manajemen.uma.ac.id/2022/06/Teori-New-Media-Pengertian-Fungsi-Dan-Manfaatnya/
Akgun, S., & Greenhow, C. (2021). Artificial intelligence in education: Addressing ethical challenges in K-12 settings. AI and Ethics, 1-10.
Angelia, C. R., & Susilo, D. (2023). Endorser, influencer, instagram : imaji konsumsi di era digital. Indomedia Pustaka.
Arief, N. N., & Gustomo, A. (2020). Analysing the Impact of Big Data and Artificial Intelligence on the Communications Profession: A Case Study on Public Relations (PR) Practitioners in Indonesia. International Journal on Advanced Science, Engineering and Information Technology, 10(3), 1066. https://doi.org/10.18517/ijaseit.10.3.11821
August, T. A., Pescott, O. L., Joly, A., & Bonnet, P. (2020). AI Naturalists Might Hold the Key to Unlocking Biodiversity Data in Social Media Imagery. Patterns, 1(7), 100116. https://doi.org/10.1016/j.patter.2020.100116
Babiak, O. (2023). Threads and upgrades of ai technology in the new media era. Grail of Science, 24, 441–448. https://doi.org/10.36074/grail-of-science.17.02.2023.080
Biswal, S. K. (2020). The Space of Artificial Intelligence in Public Relations: The Way Forward (pp. 169–176). https://doi.org/10.1007/978-981-15-0994-0_11
Bredikhina, L. (2020). Designing identity in VTuber era. ConVRgence (VRIC) Virtual Reality International Conference Proceedings.
Drydakis, N. (2022). Artificial Intelligence and Reduced SMEs' Business Risks. A Dynamic Capabilities Analysis During the COVID-19 Pandemic. Information Systems Frontiers, 24(4), 1223–1247. https://doi.org/10.1007/s10796-022-10249-6
Enke, N., & Borchers, N. S. (2019). Social media influencers in strategic communication: A conceptual framework for strategic social media influencer communication. International Journal of Strategic Communication, 13(4), 261–277.
Farhi, F., Jeljeli, R., Ben Lagha, F., & Zamoum, K. (2022). Impacts of Artificial Intelligence on the Public Relations in the Online Retail Industry. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4265619
Forbes, A. G. (2020). «Creative AI: From Expressive Mimicry to Critical Inquiry». Artnodes, 26.
Hoang, T. D., & Su, Y. (2019). Virtual Celebrities and Consumers: A Blended Reality. Research.Cbs.Dk.
Holmes, W., & Tuomi, I. (2022). State of the art and practice in
Huynh-The, T., Pham, Q.-V., Pham, X.-Q., Nguyen, T. T., Han, Z., & Kim, D.-S. (2023). Artificial intelligence for the metaverse: A survey. Engineering Applications of Artificial Intelligence, 117, 105581. https://doi.org/10.1016/j.engappai.2022.105581
Jeljeli, R., Farhi, F., & Zahra, A. (2023). Impacts of PR and AI on the Reputation Management: A Case Study of Banking Sector Customers in UAE (pp. 265–277). https://doi.org/10.1007/978-3-031-26953-0_26
Jiang, Y., Li, X., Luo, H., Yin, S., & Kaynak, O. (2022). Quo vadis artificial intelligence? Discover Artificial Intelligence, 2(1), 4. https://doi.org/10.1007/s44163-022-00022-8
Kim, D.-Y., & Yoo, H.-S. (2021). A Comparative Study of User Experience According to One-person Media Virtual YouTuber (VTuber) and General YouTuber. Asia-Pacific Journal of Convergent Research Interchange, 7(5), 1–10. https://doi.org/10.47116/apjcri.2021.05.01
Korzynski, P., Mazurek, G., Altmann, A., Ejdys, J., Kazlauskaite, R., Paliszkiewicz, J., Wach, K., & Ziemba, E. (2023). Generative artificial intelligence as a new context for management theories: analysis of ChatGPT. Central European Management Journal, 31(1), 3–13. https://doi.org/10.1108/CEMJ-02-2023-0091
Kumar Gouda, N., Kumar Biswal, S., & Parveen, B. (2020). Application of Artificial Intelligence in Advertising & Public Relations and Emerging Ethical Issues in the Ecosystem. International Journal of Advanced Science and Technology, 29(6).
Matkevičienė, R., & Jakučionienė, L. (2021). Change in communication management roles due to globalisation: a case of communication management competencies mapped by international professional public relations associations (2015–2020). Ekonomicko-Manazerske Spektrum, 15(2), 65–86. https://doi.org/10.26552/ems.2021.2.65-86
Mele, C., Marzullo, M., Morande, S., & Spena, T. R. (2022). How Artificial Intelligence Enhances Human Learning Abilities: Opportunities in the Fight Against COVID-19. Service Science, 14(2), 77–89. https://doi.org/10.1287/serv.2021.0289
Mikalef, P., Conboy, K., Lundström, J. E., & Popovič, A. (2022). Thinking responsibly about responsible AI and 'the dark side' of AI. European Journal of Information Systems, 31(3), 257–268. https://doi.org/10.1080/0960085X.2022.2026621
Moreno Esparza, G. A. (2015). Communication Power. Comunicación y Sociedad, 15, 221–233. https://doi.org/10.32870/cys.v0i15.1148
Panda, G., Upadhyay, A. K., & Khandelwal, K. (2019). Artificial Intelligence: A Strategic Disruption in Public Relations. Journal of Creative Communications, 14(3), 196–213. https://doi.org/10.1177/0973258619866585
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). https://doi.org/10.1007/978-3-642-17080-5_27
Puspita Yuri, H. (2022). Penerimaan Audiens atas Konten Pariwisata dari Virtual Youtuber Andi Adinata. CoverAge: Journal of Strategic Communication, 13(1), 38–49. https://doi.org/10.35814/coverage.v13i1.3336
Puspitaningrum, D. R., & Prasetio, A. (2019). Fenomena “Virtual Youtuber” Kizuna Ai di Kalangan Penggemar Budaya Populer Jepang di Indonesia. Mediator: Jurnal Komunikasi, 12(2). https://doi.org/10.29313/mediator.v12i2.4758
Reswara, I. P., Syarif, I. A., Nadia, I., & Rahmi, D. A. (2017). The Role of Personal Chat in LINE Aplication in the Helping Behavior of Students at the Faculty of Psychology Universitas Padjadjaran. UI Proceedings on Social Science and Humanities, 1(0).
Roa, M. (1998). Mediamorphosis:Understanding New Media. Electronic Markets, 8(4), 49–49. https://doi.org/10.1080/10196789800000057
Saputra, D. I. S., & Setyawan, I. (2021). Virtual YouTuber (VTuber) sebagai Konten Media Pembelajaran Online. Prosiding sisfotek, 5(1).
Susilo, D., & Hui Chen, L. (2023). Model of Persuasive Communication for Russian Tourists on Handle of Digital Nomad. International Journal of Research and Review, 10(5), 415–424. https://doi.org/10.52403/ijrr.20230549
Susilo, D., & K. Santos, M. C. (2023). Digital Marketing Communication for Promoting Philippines Tourism. International Journal of Research and Review, 10(6), 209–220. https://doi.org/10.52403/ijrr.20230625
Wingström, R., Hautala, J., & Lundman, R. (2022). Redefining Creativity in the Era of AI? Perspectives of Computer Scientists and New Media Artists. Creativity Research Journal, 1–17. https://doi.org/10.1080/10400419.2022.2107850
Zaelani, D. M. (2022). Pemanfaatan tools live2d dan unity openvhead untuk virtual youtuber(vtuber) - repo unpas. Pemanfaatan tools live2d dan unity openvhead untuk virtual youtuber(vtuber).
Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers' narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122–142. https://doi.org/10.1016/j.jbusres.2021.05.011
Published
2023-07-30
How to Cite
Vita, N. I., Encluna, V. E., Siregar, N. S. S., Rusmardiana, A., & Anantadjaya, S. P. (2023). AI public relations: the early rise of Kizuna AI. Jurnal Studi Komunikasi, 7(2), 417 - 429. https://doi.org/10.25139/jsk.v7i2.6689
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