Quo vadis Indonesian public relations profession: dilemma on the rise of AI
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Keywords:
AI; literature review studies; public relations professional
Abstract
The debate over AI has focused on its contrast with human employment. Simple perspectives are inadequate in public communication fields like Public Relations (PR). The conversation must shift from discussing AI's impact on human jobs to how AI will shape public communication as AI becomes more important in PR. To examine AI's effects on Public Relations, this study uses a literature review focusing on authority and public voice. Due to the risks of AI misuse, data discrimination, and data poisoning, public relations must carefully consider the implications of AI integration. Artificial Intelligence (AI) in Public Relations is studied using a literature review as its main method. Experts are consulted to identify AI's most significant challenges and opportunities in public relations. Public relations (PR) are affected by Artificial Intelligence (AI), which presents both opportunities and challenges. AI can boost public communication, but it also risks data misuse and discrimination. Ethical issues arise when AI represents the public's voice. This study provides useful insights into how Indonesia's Public Relations profession should approach Artificial Intelligence. PR professionals can overcome technical and ethical challenges and revolutionise public communication with AI integration. Therefore, ethical PR practice and the use of AI are becoming increasingly important.
References
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Akdag Salah, A. A. (2021). AI Bugs and Failures: How and Why to Render AI-Algorithms More Human? In AI for Everyone? Critical Perspectives. https://doi.org/10.16997/book55.j
Alawaad, H. A. (2021). The role of Artificial Intelligence (AI) in Public Relations and Product Marketing in Modern Organizations. Turkish Journal of Computer and Mathematics Education, 12(14).
Amaliyah, R. N. A., & Jatmika, S. (2023). The rise of artificial intelligence as the future of Korean culture diplomacy. Jurnal Studi Komunikasi, 7(3), 865–878.
Arief, N. N., & Gustomo, A. (2020). Analyzing 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). https://doi.org/10.18517/ijaseit.10.3.11821
Bajaj, Y., & Samal, M. K. (2023). Accelerating Software Quality: Unleashing the Power of Generative AI for Automated Test-Case Generation and Bug Identification. International Journal for Research in Applied Science and Engineering Technology, 11(7). https://doi.org/10.22214/ijraset.2023.54628
Bessen, J. E. (2017). AI and Jobs: The Role of Demand. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3078715
Bourne, C. (2019). AI cheerleaders: Public relations, neoliberalism and artificial intelligence. Public Relations Inquiry, 8(2). https://doi.org/10.1177/2046147X19835250
Chang, W. (2022). The effectiveness of AI salesperson vs. human salesperson across the buyer-seller relationship stages. Journal of Business Research, 148. https://doi.org/10.1016/j.jbusres.2022.04.065
DeFalco, D. J. (2022). Flipping Rocks and Pointing out the Bugs: Invisible Threats and Data. In The Frontlines of Artificial Intelligence Ethics: Human-Centric Perspectives on Technology’s Advance. https://doi.org/10.4324/9781003030928-4
Fadhil, J. A., Wei, K. T., & Na, K. S. (2020). Artificial Intelligence for Software Engineering: An Initial Review on Software Bug Detection and Prediction. Journal of Computer Science, 16(12). https://doi.org/10.3844/jcssp.2020.1709.1717
Galloway, C., & Swiatek, L. (2018). Public relations and artificial intelligence: It’s not (just) about robots. Public Relations Review, 44(5). https://doi.org/10.1016/j.pubrev.2018.10.008
Husain, M. N., Harahap, E. F., Bachtiar, Y. C., Diawati, P., & Santos, E. R. N. (2023). The sustainability development dilemma in green public relations: part of CSR failure? Jurnal Studi Komunikasi, 7(3), 759–778.
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
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
Kanbach, D. K., Heiduk, L., Blueher, G., Schreiter, M., & Lahmann, A. (2023). The GenAI is out of the bottle: generative artificial intelligence from a business model innovation perspective. Review of Managerial Science. https://doi.org/10.1007/s11846-023-00696-z
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
Kuziemski, M., & Misuraca, G. (2020). AI governance in the public sector: Three tales from the frontiers of automated decision-making in democratic settings. Telecommunications Policy, 44(6). https://doi.org/10.1016/j.telpol.2020.101976
Leslie, D. (2019). Raging robots, hapless humans: the AI dystopia. Nature, 574(7776). https://doi.org/10.1038/d41586-019-02939-0
Moore, S., & Hübscher, R. (2021). Strategic communication and AI: Public relations with intelligent user interfaces. In Strategic Communication and AI: Public Relations with Intelligent User Interfaces. https://doi.org/10.4324/9781003111320
Nagwani, N. K., & Suri, J. S. (2023). An artificial intelligence framework on software bug triaging, technological evolution, and future challenges: A review. In International Journal of Information Management Data Insights (Vol. 3, Issue 1). https://doi.org/10.1016/j.jjimei.2022.100153
Pallathadka, H., Ramirez-Asis, E. H., Loli-Poma, T. P., Kaliyaperumal, K., Ventayen, R. J. M., & Naved, M. (2023). Applications of artificial intelligence in business management, e-commerce and finance. Materials Today: Proceedings, 80, 2610–2613. https://doi.org/10.1016/j.matpr.2021.06.419
Panda, G., Upadhyay, A. K., & Khandelwal, K. (2019). Artificial Intelligence: A Strategic Disruption in Public Relations. Journal of Creative Communications, 14(3). https://doi.org/10.1177/0973258619866585
Paul, J., & Barari, M. (2022). Meta‐analysis and traditional systematic literature reviews—What, why, when, where, and how? Psychology & Marketing, 39(6), 1099–1115. https://doi.org/10.1002/mar.21657
PEDRO, R. (2023). Artificial intelligence on public sector in Portugal: first legal approach. Juridical Tribune, 13(2). https://doi.org/10.24818/TBJ/2023/13/2.01
Perifanis, N.-A., & Kitsios, F. (2023). Investigating the Influence of Artificial Intelligence on Business Value in the Digital Era of Strategy: A Literature Review. Information, 14(2), 85. https://doi.org/10.3390/info14020085
Potter, J. (2023). Micro studies in macro digital ecosystems: AI dystopias, assemblages, and qualitative research in challenging times. In Learning, Media and Technology (Vol. 48, Issue 3). https://doi.org/10.1080/17439884.2023.2235988
Prasetyo, Y. W. A., Santos, L. T., Abidin, K., & Chusumastuti, D. (2023). Artificial Intelligence for marketing communication: moral dilemma, ethics, and customer satisfaction. Jurnal Studi Komunikasi, 7(3), 726–741.
Pratama, D., Vidal, M. J. A., Untarti, D. P., & Sjuchro, D. W. (2023). Public relations’ robot: utopia or reality? Jurnal Studi Komunikasi, 7(2), 369–382.
Psarommatis, F., & May, G. (2023). A literature review and design methodology for digital twins in the era of zero defect manufacturing. International Journal of Production Research, 61(16), 5723–5743. https://doi.org/10.1080/00207543.2022.2101960
Rizqiyah, R. N., Kriyantono, R., & Sujoko, A. (2021). MANAJEMEN MEDIA RELATIONS DALAM MENINGKATKAN CITRA POSITIF DAN REPUTASI PERUSAHAAN DI ERA ARTIFICIAL INTELLIGENCE. Metacommunication: Journal of Communication Studies, 6(1). https://doi.org/10.20527/mc.v6i1.10135
Salvagno, M., Taccone, F. S., & Gerli, A. G. (2023). Correction to: Can artificial intelligence help for scientific writing? Critical Care, 27(1), 99. https://doi.org/10.1186/s13054-023-04390-0
Schneider, S., Taylor, G. W., Kremer, S. C., & Fryxell, J. M. (2023). Getting the bugs out of AI: Advancing ecological research on arthropods through computer vision. Ecology Letters, 26(7). https://doi.org/10.1111/ele.14239
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104. https://doi.org/10.1016/j.jbusres.2019.07.039
Sparkes, M. (2021). Will the EU save us from AI dystopia? New Scientist, 250(3331). https://doi.org/10.1016/s0262-4079(21)00683-7
Susilo, D. (2022). Teori - teori Komunikasi Manusia. Gramedia.
van Esch, P., Black, J. S., & Arli, D. (2021). Job candidates’ reactions to AI-Enabled job application processes. AI and Ethics, 1(2). https://doi.org/10.1007/s43681-020-00025-0
Verma, S., & Singh, V. (2022). Impact of artificial intelligence-enabled job characteristics and perceived substitution crisis on innovative work behavior of employees from high-tech firms. Computers in Human Behavior, 131. https://doi.org/10.1016/j.chb.2022.107215
Vita, N. I., Encluna, V. E., Siregar, N. S. S., Rusmardiana, A., & Anantadjaya, S. P. D. (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
Widder, D. G., Nafus, D., Dabbish, L., & Herbsleb, J. (2022). Limits and Possibilities for “Ethical AI” in Open Source: A Study of Deepfakes. ACM International Conference Proceeding Series. https://doi.org/10.1145/3531146.3533779
Xiao, Y., & Watson, M. (2019). Guidance on Conducting a Systematic Literature Review. In Journal of Planning Education and Research (Vol. 39, Issue 1). https://doi.org/10.1177/0739456X17723971
Akdag Salah, A. A. (2021). AI Bugs and Failures: How and Why to Render AI-Algorithms More Human? In AI for Everyone? Critical Perspectives. https://doi.org/10.16997/book55.j
Alawaad, H. A. (2021). The role of Artificial Intelligence (AI) in Public Relations and Product Marketing in Modern Organizations. Turkish Journal of Computer and Mathematics Education, 12(14).
Amaliyah, R. N. A., & Jatmika, S. (2023). The rise of artificial intelligence as the future of Korean culture diplomacy. Jurnal Studi Komunikasi, 7(3), 865–878.
Arief, N. N., & Gustomo, A. (2020). Analyzing 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). https://doi.org/10.18517/ijaseit.10.3.11821
Bajaj, Y., & Samal, M. K. (2023). Accelerating Software Quality: Unleashing the Power of Generative AI for Automated Test-Case Generation and Bug Identification. International Journal for Research in Applied Science and Engineering Technology, 11(7). https://doi.org/10.22214/ijraset.2023.54628
Bessen, J. E. (2017). AI and Jobs: The Role of Demand. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3078715
Bourne, C. (2019). AI cheerleaders: Public relations, neoliberalism and artificial intelligence. Public Relations Inquiry, 8(2). https://doi.org/10.1177/2046147X19835250
Chang, W. (2022). The effectiveness of AI salesperson vs. human salesperson across the buyer-seller relationship stages. Journal of Business Research, 148. https://doi.org/10.1016/j.jbusres.2022.04.065
DeFalco, D. J. (2022). Flipping Rocks and Pointing out the Bugs: Invisible Threats and Data. In The Frontlines of Artificial Intelligence Ethics: Human-Centric Perspectives on Technology’s Advance. https://doi.org/10.4324/9781003030928-4
Fadhil, J. A., Wei, K. T., & Na, K. S. (2020). Artificial Intelligence for Software Engineering: An Initial Review on Software Bug Detection and Prediction. Journal of Computer Science, 16(12). https://doi.org/10.3844/jcssp.2020.1709.1717
Galloway, C., & Swiatek, L. (2018). Public relations and artificial intelligence: It’s not (just) about robots. Public Relations Review, 44(5). https://doi.org/10.1016/j.pubrev.2018.10.008
Husain, M. N., Harahap, E. F., Bachtiar, Y. C., Diawati, P., & Santos, E. R. N. (2023). The sustainability development dilemma in green public relations: part of CSR failure? Jurnal Studi Komunikasi, 7(3), 759–778.
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
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
Kanbach, D. K., Heiduk, L., Blueher, G., Schreiter, M., & Lahmann, A. (2023). The GenAI is out of the bottle: generative artificial intelligence from a business model innovation perspective. Review of Managerial Science. https://doi.org/10.1007/s11846-023-00696-z
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
Kuziemski, M., & Misuraca, G. (2020). AI governance in the public sector: Three tales from the frontiers of automated decision-making in democratic settings. Telecommunications Policy, 44(6). https://doi.org/10.1016/j.telpol.2020.101976
Leslie, D. (2019). Raging robots, hapless humans: the AI dystopia. Nature, 574(7776). https://doi.org/10.1038/d41586-019-02939-0
Moore, S., & Hübscher, R. (2021). Strategic communication and AI: Public relations with intelligent user interfaces. In Strategic Communication and AI: Public Relations with Intelligent User Interfaces. https://doi.org/10.4324/9781003111320
Nagwani, N. K., & Suri, J. S. (2023). An artificial intelligence framework on software bug triaging, technological evolution, and future challenges: A review. In International Journal of Information Management Data Insights (Vol. 3, Issue 1). https://doi.org/10.1016/j.jjimei.2022.100153
Pallathadka, H., Ramirez-Asis, E. H., Loli-Poma, T. P., Kaliyaperumal, K., Ventayen, R. J. M., & Naved, M. (2023). Applications of artificial intelligence in business management, e-commerce and finance. Materials Today: Proceedings, 80, 2610–2613. https://doi.org/10.1016/j.matpr.2021.06.419
Panda, G., Upadhyay, A. K., & Khandelwal, K. (2019). Artificial Intelligence: A Strategic Disruption in Public Relations. Journal of Creative Communications, 14(3). https://doi.org/10.1177/0973258619866585
Paul, J., & Barari, M. (2022). Meta‐analysis and traditional systematic literature reviews—What, why, when, where, and how? Psychology & Marketing, 39(6), 1099–1115. https://doi.org/10.1002/mar.21657
PEDRO, R. (2023). Artificial intelligence on public sector in Portugal: first legal approach. Juridical Tribune, 13(2). https://doi.org/10.24818/TBJ/2023/13/2.01
Perifanis, N.-A., & Kitsios, F. (2023). Investigating the Influence of Artificial Intelligence on Business Value in the Digital Era of Strategy: A Literature Review. Information, 14(2), 85. https://doi.org/10.3390/info14020085
Potter, J. (2023). Micro studies in macro digital ecosystems: AI dystopias, assemblages, and qualitative research in challenging times. In Learning, Media and Technology (Vol. 48, Issue 3). https://doi.org/10.1080/17439884.2023.2235988
Prasetyo, Y. W. A., Santos, L. T., Abidin, K., & Chusumastuti, D. (2023). Artificial Intelligence for marketing communication: moral dilemma, ethics, and customer satisfaction. Jurnal Studi Komunikasi, 7(3), 726–741.
Pratama, D., Vidal, M. J. A., Untarti, D. P., & Sjuchro, D. W. (2023). Public relations’ robot: utopia or reality? Jurnal Studi Komunikasi, 7(2), 369–382.
Psarommatis, F., & May, G. (2023). A literature review and design methodology for digital twins in the era of zero defect manufacturing. International Journal of Production Research, 61(16), 5723–5743. https://doi.org/10.1080/00207543.2022.2101960
Rizqiyah, R. N., Kriyantono, R., & Sujoko, A. (2021). MANAJEMEN MEDIA RELATIONS DALAM MENINGKATKAN CITRA POSITIF DAN REPUTASI PERUSAHAAN DI ERA ARTIFICIAL INTELLIGENCE. Metacommunication: Journal of Communication Studies, 6(1). https://doi.org/10.20527/mc.v6i1.10135
Salvagno, M., Taccone, F. S., & Gerli, A. G. (2023). Correction to: Can artificial intelligence help for scientific writing? Critical Care, 27(1), 99. https://doi.org/10.1186/s13054-023-04390-0
Schneider, S., Taylor, G. W., Kremer, S. C., & Fryxell, J. M. (2023). Getting the bugs out of AI: Advancing ecological research on arthropods through computer vision. Ecology Letters, 26(7). https://doi.org/10.1111/ele.14239
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104. https://doi.org/10.1016/j.jbusres.2019.07.039
Sparkes, M. (2021). Will the EU save us from AI dystopia? New Scientist, 250(3331). https://doi.org/10.1016/s0262-4079(21)00683-7
Susilo, D. (2022). Teori - teori Komunikasi Manusia. Gramedia.
van Esch, P., Black, J. S., & Arli, D. (2021). Job candidates’ reactions to AI-Enabled job application processes. AI and Ethics, 1(2). https://doi.org/10.1007/s43681-020-00025-0
Verma, S., & Singh, V. (2022). Impact of artificial intelligence-enabled job characteristics and perceived substitution crisis on innovative work behavior of employees from high-tech firms. Computers in Human Behavior, 131. https://doi.org/10.1016/j.chb.2022.107215
Vita, N. I., Encluna, V. E., Siregar, N. S. S., Rusmardiana, A., & Anantadjaya, S. P. D. (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
Widder, D. G., Nafus, D., Dabbish, L., & Herbsleb, J. (2022). Limits and Possibilities for “Ethical AI” in Open Source: A Study of Deepfakes. ACM International Conference Proceeding Series. https://doi.org/10.1145/3531146.3533779
Xiao, Y., & Watson, M. (2019). Guidance on Conducting a Systematic Literature Review. In Journal of Planning Education and Research (Vol. 39, Issue 1). https://doi.org/10.1177/0739456X17723971
Published
2024-03-31
How to Cite
Silviani, I. (2024). Quo vadis Indonesian public relations profession: dilemma on the rise of AI. Jurnal Studi Komunikasi, 8(1), 053-063. https://doi.org/10.25139/jsk.v8i1.8056
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