OPTIMALISASI PERAN DAN FUNGSI PUBLIC RELATIONS DALAM MENGADAPI ARTIFICIAL INTELLIGENCE (AI)

Abstract

The urgency of this research is based on the phenomenon of the increasing use of AI in various sectors including in the field of Public Relations, so this study aims to determine whether the role and function of PR will be completely replaced by AI, and what Public Relations (PR) practitioners can do to survive in the era of using Artificial Intelligence (AI). As we know that AI itself is like a double-edged sword, on the one hand AI can help humans to make it easier to complete their tasks and work, but on the other hand the presence of AI can also be a threat that the role and function of human tasks can be replaced. The research method used is a literature study by collecting and analyzing various literature related to PR and AI. The results of this study show that until now the role and function of PR cannot be completely replaced by AI, but there are several efforts that must be made by a PR in dealing with the phenomenon of using AI. The first effort is that PR practitioners must be adaptive to technological developments, so that AI is no longer a threat but rather a tool to increase productivity and efficiency. Furthermore, a PR must also apply humanist values ​​such as maintaining ethics, privacy, and communicating person to person with the public so that PR tasks and functions are not completely replaced by AI. The results of this study can provide suggestions for PR practitioners to always go hand in hand with technology, improve digital capabilities while still implementing the humanist side.

Keywords: Public Relations, Artificial Intelligence, Optimizing the role and function of PR