Ana Pista, founder and CEO of Ardent Communications (ArdentComm), took the stage at the World Public Relations Forum (WPRF) in Bali, Indonesia, to discuss ethical considerations surrounding artificial intelligence (AI) in public relations. Her session, titled “Ethical Implications of AI in PR and Communications,” was part of the event held on Nov. 19-22, centered on the theme “Purposeful Influence for the Common Good.”
Pista outlined the potential of AI to enhance public relations while stressing the importance of ethics, privacy, and legal compliance.
“We highly encourage open discussions about the potential ethical dilemmas AI can present in PR to foster a responsible mindset,” she said.
Pista shared how ArdentComm integrates AI responsibly, using tools for real-time trend tracking, data-driven insights, and enhanced client relationship management. These capabilities enable PR teams to stay ahead of public sentiment while maintaining transparency and trust.
Pista emphasized ArdentComm’s strict adherence to laws like the General Data Protection Regulation (GDPR) and the Philippines’ Data Privacy Act.
“AI enhances our work but never replaces the human judgment central to meaningful PR strategies,” she said. The agency ensures all personal data is anonymized and that clients are informed if AI-generated content is used.
Highlighting the challenges of balancing innovation and ethics, Pista noted, “As communicators, we would like to deliver real-world solutions while safeguarding our clients and the public.”
Closing her talk, she urged businesses to see AI as a tool to amplify human values rather than a substitute for ethical decision-making.
“AI is not a substitute for ethical decision-making—it’s a tool to amplify our human values,” Pista said.
Her insights resonated with the forum’s focus on advancing technology while upholding responsibility in communication.