The rapid rise of artificial intelligence presents both exciting possibilities and significant challenges, particularly for the public relations industry, noted Ana Pista, founder and CEO of Ardent Communications Inc. (ArdentComm). In her recent talk titled “The Future of Public Relations: Strategies for 2025 and Beyond” at the VRITIMES Link Up Vol. 7 series, Pista underscored the importance of responsible integration of AI into PR practices.
She also highlighted the critical role of transparency, authenticity and ethical communication in an AI-driven PR world. “In an era of increased scrutiny and misinformation, brands must prioritize transparency and ethical practices in every interaction. AI, when used responsibly, can be an incredible tool for PR professionals, and at ArdentComm, we are committed to leveraging this technology while upholding the highest ethical standards,” Pista said.
Challenges of AI integration: Navigating ethical boundaries and transparency
“AI literacy and digital landscape mastery are not optional anymore,” Pista emphasized. “You need to adapt and master them now or you will be left behind.” She shared some key findings from a study by the Chartered Institute of Public Relations (CIPR): PR professionals use AI tools in 40 percent of their tasks and that those who use AI tools saw a 15 percent to 25 percent increase in their productivity.
She noted that the use of AI, however, also introduces a range of challenges that PR professionals must address to remain effective in 2025 and beyond. These include adapting to new technologies, safeguarding data privacy and mitigating the risks associated with AI misuse such as misinformation and bias.
“As businesses embrace AI’s capabilities, they must also navigate potential dangers, from spreading false information to creating biased narratives,” she cautioned. Pista reminded the audience that as communicators they have the responsibility to uphold integrity, not just in AI, but in every choice they make. Regardless of field or industry, it is a must to demonstrate genuine commitment to social issues such as sustainability, social responsibility and ethical business practices.
“Communication can change the world,” she quipped. “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.”
Pista commended VRITIMES, a leading PR distribution platform, for its innovative approach to using AI to amplify press release distribution and democratize PR access. “With the right application of technology, VRITIMES is empowering businesses of all sizes to tell their stories and reach a broader audience.”
VRITIMES founder Yuiichiro Sasaki echoed this sentiment: ” We believe powerful stories deserve a platform. Our company is dedicated to building an inclusive community that empowers PR professionals and democratizes access to information for businesses of all sizes. Our goal is to become a key infrastructure for PR in the Philippines, empowering even the smallest of businesses to share their unique stories with the world.”
The role of responsible AI use in public relations
Pista noted the increasing importance of ethical communication in PR, especially as the digital landscape rapidly evolves. She pointed to Meta’s recent overhaul of its content moderation policies in the US, including putting a stop to its third-party fact-checking program and introducing “community notes” to combat misinformation. While some view these changes as a step toward greater freedom of expression, others are concerned about the potential for increased 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. With the rapid generation of content and data through AI, the need for PR professionals to be trained in AI literacy is essential,” she shared.
Pista also underscored that the ethical use of AI in PR go beyond content creation, going as far as to say that responsible communication is important in all campaigns, especially as consumers increasingly prioritize 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.
In her talk, Pista shared how ArdentComm has long been committed to the ethical use of AI across its campaigns. According to her, ArdentComm ensures transparency by disclosing when and how AI is utilized and maintains strict human oversight to monitor AI-generated content.
Pista also highlighted the agency’s commitment to safeguard consumer data and secure explicit consent before deploying AI-powered tools. “We’d like to assure clients that a human team will always review and approve any content generated by AI before it is used in their campaign,” she said.
“We have built a reputation for delivering innovative and impactful PR campaigns. By embracing AI use ethically while prioritizing human connection, we aim to continue leading the way in the ever-evolving PR industry,” she closed.
