Deputy Minister of Komdigi: Adoption of Generative AI in the PR Industry is Still Low

LAINNYA

Nov 21 2024, 14.30

Artificial intelligence (AI) can facilitate the work of communication practitioners and public relations in carrying out their work. However, the adoption of generative AI in the PR industry is still low.

Deputy Minister of Communication and Digital Nezar Patria revealed that only 27 percent of PR professionals have utilized generative AI technology. In fact, said Nezar, AI allows PR teams to create highly relevant and customized content that strengthens brand relationships and engagement.

“According to the Global Comps Report 2024, only 27 percent of professionals frequently use AI tools, while 32 percent rarely use them, and 33 percent are considering starting to experiment with them,” Nezar said at the World Public Relations Forum 2024 event in Nusa Dua, Bali, Thursday (21/11/2024).

Nezar emphasized that the data indicates a need for increased training and education to bridge this gap. He said, of all the job sectors that have been affected by the emergence of AI, jobs in the information and communications sector are one of the few jobs assisted by AI.

On the other hand, Nezar said, AI also presents its own challenges such as its impact on public trust. Biased AI systems can lead to skewed sentiment analysis and misrepresentation of various groups, undermining public trust.

“These biases can result in unfair or inaccurate communication. To address this, it is critical to use diverse training data, conduct regular bias updates, and incorporate human supervision in AI-driven processes,” Nezar added.

Equally important is regulatory readiness to ensure that AI systems are aligned with international standards to maintain data privacy and prevent bias. In addition, the importance of ethical use of AI in various sectors, including education, health, and finance, must be recognized.

“Indonesia's approach combines horizontal and practical strategies to ensure that knowledge in production processes, policymaking, and technology can be utilized by all parties. This is critical to addressing challenges and ensuring that AI development is inclusive, ethical, and beneficial to all,” Nezar continued.

PT Indosat Tbk SVP Head of Corporate Communications Steve Saerang added, artificial intelligence can help human work in solving problems. In addition, humans can utilize AI to do a variety of jobs (multitasking).

“Then the question arises whether AI will replace humans? Basically, AI cannot work without data and the data is prepared by humans. So, AI will never replace humans,” Steve explained.

Steve emphasized that humans will be able to survive technological advances such as AI. In fact, said Steve, AI can be utilized by humans to survive. Therefore, there is no need to worry that AI will replace all human jobs.

Penulis : Doddy Rosadi

Editor : Doddy Rosadi

World Public Relations Forum 2024

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