AI’s integration into PR is reshaping how organizations communicate, engage audiences and manage reputations, said Ana Pista, APR, founder and CEO of Ardent Communications Inc. at the recent KLIP 7.
In her speech titled “The Forbidden Apple No More — Reimagine: Reposition, Recreate Your AI PR Campaign” at the Kuala Lumpur International PR Conference (KLIP 7) held last July 7, 2025, Pista elaborated on the rapid growth of AI. She directly attributed this to a synergistic convergence of five critical components:
Data: Described as the “food AI eats to learn,” vast, high-quality and diverse datasets (images, text, audio, sensor readings) are fundamental. Pista likened this to having access to “every book ever written,” transforming raw information into actionable insights.
Hardware: The “powerful engine AI runs on,” including specialized chips such as GPUs and TPUs that enable the massive parallel computations necessary for AI’s speed and scale
Algorithms: The “recipes or instructions AI follows to learn and make decisions,” constantly evolving mathematical methods that allow AI to ‘see,’ ‘understand,’ and generate content
Compute: The “huge amounts of processing power” available on-demand, often through cloud platforms, democratizing access to supercomputing capabilities for rapid AI development and deployment
Talent: The “brilliant people behind it all” — scientists, engineers, data experts, ethicists and visionary leaders whose ingenuity and dedication drive innovation and responsible AI development
“Today, we are witnessing something truly transformative,” Pista stated. “AI is no longer a mysterious, untouchable concept; it’s a powerful tool ready to be harnessed. It will usher in campaigns that will lead to great productivity and the best results — one that would solve problems we never thought could be addressed by its power.”
Pista joined a distinguished roster of industry experts at the conference, namely keynote speaker YB Datuk Fahmi Fadzil, Professor Mike Hardy, Jennifer Muir, Rob van Alphen, Boy Kelana Soebroto, Fiona Cassidy and fellow Filipino professional Norman Agatep.
AI in enhancing impact of PR
Pista discussed AI’s specific impact on public relations. She touched on how AI is revolutionizing PR work with its ability to automate repetitive tasks such as media monitoring, sentiment analysis and even initial press release drafting, thereby freeing PR professionals for more strategic endeavors.
She emphasized AI’s role in enhancing audience engagement through personalized content, predictive analytics for identifying trending topics and optimizing communication channels for maximum impact. This evolution, she explained, positions PR professionals as strategic advisors and creative directors as they leverage AI as a powerful co-pilot.
Pista also delved into the seven key ways AI will shape reputation management:
- Innovation: Driving new analytical approaches and storytelling angles
- Segmentation: Enabling hypertargeted audience messaging
- Automation: Streamlining routine PR tasks
- Real-time: Facilitating immediate monitoring and response
- Shared Reality: Helping to identify and shape collective perceptions
- Scale: Allowing for unprecedented campaign reach
- Customization: Delivering highly personalized communications
To navigate this new landscape, Pista offered crucial advice for becoming “AI future-ready.” This involves knowing AI’s limitations, creating SOPs, investing in quality training data and understanding that “the proof is in the pudding.” It will also mean fostering a shared reality about AI’s role and treating AI as a powerful collaborative assistant rather than a human being.
Pista concluded with a powerful reminder: “You can’t do with AI what you can’t do yourself.” She projected that the road ahead for AI and PR will see more advanced tools for creative ideation, campaign development and predictive systems, alongside new message delivery formats such as synthetic spokespersons and AI-generated multimedia.
“For PR professionals, this means a continuous need for new skills and mindsets. The future of public relations in the AI era is not about choosing between human expertise and machine intelligence but rather about finding the optimal synergy between the two. Human professionals bring irreplaceable qualities of judgment, creativity and ethical consideration, which AI can augment but can never fully replace,” Pista concluded.
About KLIP
The Kuala Lumpur International PR Conference (KLIP 7), themed “Impactful AI, Social Media Communication and Online Education for Asean and the Global Community,” took place in Kuala Lumpur, Malaysia, on July 7, 2025. Jointly organized by the Institute of Public Relations Malaysia (IPRM) and Jakarta-based Asean Public Relations Network (APRN), this prestigious event brought together thought leaders, innovators and professionals to explore the latest developments and trends in public relations and communication.
Since its inception in 2019, KLIP has been a pivotal global conference fostering the sharing of industry insights. The conference featured presentations and discussions aimed at cultivating collaborative strategies to enhance online safety awareness and education across ASEAN, reinforcing Malaysia’s dedication to fostering regional collaboration, especially as it holds the ASEAN Chairmanship in 2025.
For more information on the conference, visit the Kuala Lumpur International PR Conference 2025 website at klipworld.com.my.
