AI needs to be scrutinized

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“IN AN ERA of increased scrutiny and misinformation, brands must prioritize transparency and ethical practices in every interaction,” Ana Pista, the founder and CEO of Ardent Communications, said recently VRITIMES Link Up Vol. 7 series at the in Manila addressed the ethical challenges posed by the rapid rise of artificial intelligence (AI) during her talk at the, Philippines. Pista emphasized that while AI presents exciting opportunities, it also raises significant ethical dilemmas, particularly within the public relations industry. As businesses strive to keep pace with technological advancements while maintaining trust with their audiences, Pista advocates for the responsible integration of AI into PR practices.

“AI, when used responsibly, can be an incredible tool for PR professionals…committed to leveraging this technology while upholding the highest ethical standards.” The PR agency lead highlighted a study by the Chartered Institute of Public Relations (CIPR), which revealed that 40 percent of tasks performed by PR professionals are now assisted by AI tools. Respondents who utilized these tools reported a productivity increase of 15 percent to 25 percent.

However, she also pointed out that the integration of AI introduces various challenges that PR professionals must navigate to remain effective in the coming years. These challenges include adapting to new technologies, protecting data privacy, and addressing the risks associated with AI misuse. Pista reminded her audience that they have a responsibility to uphold integrity in all their decisions.

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“Communication can change the world,” she remarked. “So, if you stand based on what you believe in, then I hope you’d also stand in communicating for good. Leverage technology to enhance, not replace, human connection. You should be directing the AI tool to make something great, something good.”

During her presentation, Pista commended VRITIMES for its innovative approach to amplifying press release distribution. “With the right application of technology, VRITIMES is empowering businesses of all sizes to tell their stories and reach broader audiences,” she noted. As the digital landscape continues to evolve rapidly,

She stressed that ethical communication in public relations is more crucial than ever.

She referenced Meta’s recent changes to its content moderation policies as an example of this evolving landscape. In January 2025, Meta announced it would end its third-party fact-checking program in the United States and introduce “community notes” as a means to combat misinformation. While some view these changes as steps toward greater freedom of expression, others express concern about potential increases in misinformation and hate speech.

“Social media platforms and AI tools can dramatically improve PR workflows, but they also come with the responsibility of ensuring the accuracy and integrity of the information shared,” Pista said.

She emphasized that PR professionals must be trained in AI literacy to navigate these complexities effectively. Further asserting that the ethics surrounding AI in public relations extend beyond content creation. She underscored the importance of responsible communication across all campaigns as consumers increasingly seek brands that demonstrate genuine commitment to social issues.

“Consumers are looking for brands that make a real impact on society. This means businesses must authentically commit to causes like sustainability and social responsibility — and communicate these efforts transparently,” she explained.

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