p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 5, No. 11 November 2024 http://jist.publikasiindonesia.id/

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 11, November 2024 4948

The Use of AI In Digital Transformation Ethics and Public

Relations Strategies

Tabitha Gloria Perangin Angin

1*

, Lusy Mukhlisiana

2

Introduction

The presence and role of Artificial Intelligence (AI) has changed the business and

communication landscape significantly. One of the areas that was greatly affected was

Public Relations (PR). PR is a discipline responsible for building, maintaining, and

strengthening relationships between organizations and various stakeholders, including the

The development of AI technology in the current digital era is inevitable. The

presence of AI will certainly facilitate human work, but it is also feared that it can

eliminate various types of work, including homework. However, it does not mean that the

role of humans in building PR will be lost entirely. On the contrary, PR is still needed,

especially in qualitative and analytical roles. This will be a great opportunity behind the

challenge (Mahmood, 2023) (Andita & Rafaela, 2023; Bahram, 2023).

One of the important roles of AI in PR is its ability to process and analyze massive

data quickly and accurately. With intelligent algorithms, AI can identify trends,

sentiments, and behavioral patterns in data, including social media, online surveys, and

various other sources. This gives PR more profound insights into what their audience is

the media and optimize media profiling to strengthen relationships with the media and

journalists (Mahmood, 2023) (Novrian et al., 2023; Putriana, 2023). AI also allows PRs

to personalize their messages more effectively. Thanks to data analysis and artificial

intelligence, PR can create messages that suit the preferences and needs of individuals or

groups of audiences. This makes the message more engaging and increases the likelihood

that the message will be received and responded to well by the target.

The Role of Public Relations amid the Development of Artificial Intelligence in

scientific articles explains that Public Relations must strengthen data analysis and various

skills to make the right decisions and solve communication crisis problems. Public

Relations must also improve the quality of media relations to remain relevant and

reputational risks. This allows PR to respond proactively, take necessary steps, and reduce

the negative impact on the company's image. AI can also assist PR in identifying fake

news sources (hoaxes) and managing their spread. This is important in maintaining public

trust in the organization in crisis situations.

An example of message personalization implementation is in email marketing,

where AI is used to design emails tailored to the recipient's preferences and behavior. PRs

must ensure that their use of AI is ethical and compliant with applicable regulations (Putri

& Qurniawati, 2024). This involves careful data management and compliance with their

country's applicable privacy laws. In the increasingly advanced AI era, the role of PR has

undergone significant changes. PRs can now rely on AI to understand and interact with

stakeholders, manage information more efficiently, and better measure the impact of

communication campaigns. However, PR also has to face the ethical and privacy

challenges that arise as this technology evolves. By leveraging AI wisely, PR can continue

to play a critical role in building and maintaining strong relationships between

organizations and their stakeholders in this digital age.

This research will make a significant contribution in understanding how the ethics

and strategies of using AI in PR practices can be viewed from a more specific perspective,

which can help PR maintain integrity, honesty, and public trust in the ever-evolving

digital era (Abdad, 2022). This research has not precisely explored the same topic with

identical approaches and focuses. Based on this, it shows that ethical issues and public

strategies.

This research aims to examine the ethical implications and strategic applications

of AI in PR. Specifically, it explores how AI can be used responsibly to enhance

organizational communication while addressing potential challenges. The research seeks

to provide actionable insights for PR practitioners in developing ethical and strategic

frameworks for AI implementation.

have a strong connection with the research topic, namely ethical issues and strategies in

the use of artificial intelligence in public relations practice. Second, the literature used

must be published in reputable journals and books, both at the national and international

levels, to ensure good academic quality. Third, the selected article must have high content

relevance and make a significant contribution to the understanding of the use of artificial

intelligence in public relations practices. Fourth, the selected literature must be published

within a time frame that is relevant to the latest developments in this field, thus ensuring

the accuracy and relevance of the information presented. The article selection process is

carefully carried out to ensure that the literature used meets the above criteria. This

includes collecting data from the databases of the Sinta Journal, Scopus and Garuda

sources. So that this method can contribute to future researchers who are interested in this

topic (Dragoi, 2021).

The data collection technique in this study also uses the bibliometrix application.

Bibliometric is an application of mathematical and statistical research to see the

relationship between journal authors and other authors. Bibliometric analysis makes it

possible to find out who cited the journal, what journals were cited, and the number of

authors who cited the journal including the number of terms of one article or in one

abstract in one title. Thus, this approach ensures that the literature selection process and

data analysis process are carried out carefully and systematically, so as to increase

confidence in the validity of this research.

by journals. The search process is done by entering keywords related to the research

problem and the purpose of this research. Several international journals are used to obtain

the results of research and conferences that have been published. The keyword in the

literature search process is "The Utilization of AI in Digital Transformation, Ethics and

Public Strategy Relations” (Wardaningsih, 2021).

Table 1. Literature Search Results

Source: Compiled from the author's research process, (2024)

Source: Compiled from the author's research process, (2024)

This visualization provides a clear picture of how ethics is a central theme in

various discussions, both in technology, sustainability, governance, and media. The close

relationship between ethics and artificial intelligence, governance, and sustainability

especially in the use of social media and influencer marketing. This blue cluster highlights

the new challenges that arise from digitalization, including ethical issues in privacy, data

security, and transparency. One interesting part of this visualization is the emergence of

the themes of media ethics and public relations ethics, which show that the discussion of

ethics is not only limited to technology and sustainability, but also includes ways of

communicating and representing information (Fauziyyah, 2022; Pribadi & Nasution,

2021).

Artificial Intelligence (AI) is a branch of computer science about how to build or

program computers to be able to do what the mind can do (Boden, 1996). Initially, AI

was limited to rules created by humans, but now with the development of Machine

The use of AI is increasingly widespread and developing in various fields. For

example, in the field of data processing, AI can be used to conduct data analysis quickly

and effectively, as well as identify patterns and trends that are difficult for humans to find.

In manufacturing, AI can be used to improve production efficiency, improve product

quality, and reduce production costs. In healthcare, AI can be used to help diagnose

diseases, optimize treatment, and predict health risks. However, the use of AI also has

some challenges and risks that need to be considered. For example, in some cases, the

decisions made by AI can be influenced by biases or errors contained in the training data.

In addition, the use of AI can also raise ethical and data privacy issues. In today's digital

era, Digital Transformation is a very important thing for an organization to do. Digital

Overall, the use of AI in Digital Transformation can have a significant impact on

an organization. However, organizations also need to consider several factors, such as

cost, expertise, and ethics, before adopting such AI technology (Erwin et al., 2023). The

presence of Artificial Intelligence technology brings a number of challenges that need to

be considered in the context of Public Relations (PR) Public Relations (PR) is an ever-

evolving field that relies heavily on effective communication strategies to build and

maintain relationships between organizations and their audiences. With the rapid

advancement of technology, including the emergence of Artificial Intelligence or better

known as artificial intelligence, the Public Relations (PR) landscape has undergone a

significant transformation. The following is an overview of how Artificial Intelligence

technology is used in the field of Public Relations (PR) and the challenges that can arise

from the use of Artificial Intelligence (AI) in Public Relations (PR):

decisions, refine their messaging, and optimize their communication strategies for

maximum impact. Media Monitoring and Coverage Tracking. Artificial Intelligence

technology enables media monitoring and automatic coverage tracking, allowing Public

Relations (PR) professionals to stay informed of relevant news and mentions in real-time.

Media monitoring tools driven by Artificial Intelligence can scan thousands of online

sources to identify mentions of a brand, product, or key topic, providing valuable

feedback to Public Relations (PR) teams on the effectiveness of their campaigns and

helping them identify issues or crises that arise before they become more severe.

Personalized Communication: Chatterbots and virtual assistants powered by

Artificial Intelligence are increasingly being used in Public Relations (PR) to provide a

assist in content creation and curation. Natural language processing (NLP) can generate

written content, such as press releases, blog posts, and social media updates, based on

predefined templates and input data. Additionally, AI-powered content curation tools can

sift through vast amounts of online content to identify relevant articles, images, and

videos that can be shared with the target audience, saving time and resources for Public

Relations (PR) teams.

Crisis Management and Reputation Monitoring: Artificial Intelligence technology

plays a crucial role in crisis management and monitoring of an organization's reputation

(Rahmawati et al., 2023). Artificial Intelligence-based sentiment analysis tools can

monitor social media conversations and news coverage to detect potential crises or

negative sentiment around a brand or issue. By identifying potential risks early, Public

Relations (PR) professionals can take proactive actions to mitigate damage to an

organization's reputation and develop an effective crisis communication strategy.

Ethics Of Public Relations In Utilizing Artificial Intelligence

Public Relations ethics in the context of using AI covers a number of important

issues, including privacy, transparency, justice, and social impact. It is important for

public relations practitioners to understand the ethical implications of using AI in order

to ensure that this technology is used responsibly and in accordance with strong ethical

principles. Ethics in public relations refers to a set of principles and values that govern

large. Ethical public relations practitioners understand the importance of adhering to the

code of ethics and professional standards in carrying out their duties with integrity and a

sense of responsibility (Wilcox et al., 2019). In addition, in the context of public relations,

ethics also includes the protection of individual privacy and the security of information

provided to PR practitioners. This means that public relations practitioners must ensure

that the data collected and used in the communication process does not violate the privacy

of individuals or threaten the security of personal information. This protection of privacy

has become increasingly important with the increasing use of technology in public

relations, such as the use of data analytics and artificial intelligence, where public

relations practitioners must ensure that consumer data is obtained and used ethically and

underlying their profession. This includes the imperative to ensure that the use of AI not

only optimizes communication efficiency, but also pays attention to the relevant moral

and social aspects. This involves critical thinking about the long-term impact of using AI

technology in creating messages and designing communication strategies. Public

relations practitioners must be responsible for ensuring that the use of AI in public

relations does not ignore ethical values such as honesty, integrity, and justice, and does

not harm the interests of the public or society at large. Thus, while AI can be a powerful

tool in strengthening public relations practices, it is important for practitioners to continue

to consider ethical aspects in each stage of its use (Adi, 2021).

Deep context development intelligence artificial (Artificial Intelligence/AI),

ethical debates are influenced by various perspectives, methodologies, priorities, and

emphasis. There are a variety of ethical proposals from a wide range of actors, from

countries and international organizations to companies, academics, individuals, and civil

society. While there are some common ethical principles, there are also differences in

conceptions and ethical principles that depend on traditions, cultures, ideologies, systems,

and countries. The legal approach is also important in harmonizing and balancing various

ethical conceptions. While there are similarities between ethical principles and legal

principles, it is important not to confuse an ethical approach to AI with a legal approach.

Therefore, there is a need for cooperation between various countries and stakeholders in

just about what should be done legally. Morals, on the other hand, are principles related

to human actions and behavior, while ethics consists of descriptive or prescriptive

reflections on morality, such as in scientific publications or professional codes of ethics.

Communication professionals are often faced with moral challenges in their day-to-day

work and they solve them by referring to ethical guidelines.

These challenges arise when public relations practitioners find it difficult to meet

the values mentioned above. Organizations in their communication practices seek to

influence the knowledge, attitudes, and/or behaviors of their stakeholders, also known as

stakeholders. However, moral challenges arise when the interests of stakeholders conflict

with the organizations represented by public relations practitioners. A massive ECM

biases from the training data used. Therefore, public relations practitioners need to ensure

that the data used is balanced and reflects the diversity of society in order to avoid

unintentional discrimination or inequality. This can be done by critically examining and

evaluating data sources and using appropriate techniques to reduce bias in AI analysis

(Barocas, 2016). This can provide valuable insights for public relations practitioners in

understanding and addressing the ethical risks associated with using AI technology in

their practice. By considering these ethical implications, public relations practitioners can

ensure that the use of AI is carried out with due regard to justice and social responsibility,

thereby supporting positive relationships with the public and society. In addition, as stated