Ardent Communications Founder and CEO Ana Pista tackles the implications of the increasing AI adoption in the PR industry and underscores responsible use at the World Public Relations Forum 2024.
As part of the panel discussion on “Ethical Implications of AI in Surveillance and Privacy,” Pista discussed the challenges and potential of AI amid its increasing adoption across industries, in particular the public relations field. She noted ArdentComm’s human-first approach in dealing with such new technologies and how the company practices full transparency with clients as it adheres to local and international privacy laws.
This year’s WPRF, slated from November 19 to 22 in Bali, Indonesia, revolves around the theme “Purposeful Influence for the Common Good” and focuses on the evolving dynamics between public relations and emerging technologies.
“I’m honored to be sharing the stage with industry leaders, academics and seasoned PR professionals to explore how AI can transform public relations while safeguarding ethics, privacy and trust,” said Pista.
Harnessing AI’s potential for PR
With the panel discussion noting the growing use of AI in the PR industry, Pista emphasized how AI can add value to the work of PR professionals and their clients. She delved into the duality of AI as an enabler and a challenge, touching on how AI-driven innovations are now reshaping the industry while empowering communication professionals in the areas of real-time tracking, data-driven insights and enhanced CRM systems.
In real-time trend tracking, Pista noted how AI has been valuable in monitoring public sentiment, social media trends and brand perception, ensuring PR teams stay ahead of the narrative. Outside of this, AI provides actionable analytics to help uncover patterns and insights that can boost campaign effectiveness and deliver measurable outcomes. AI tools are also being used to streamline client and media relationship management by identifying the most relevant journalists and influencers, thereby improving precision and engagement.
Commitment to ethical use of AI
Pista also reaffirmed ArdentComm’s commitment to the responsible use of AI and investing in its talent pool, in particular as regards this technology.
According to her, the agency strictly complies with local and international privacy laws and adheres to the General Data Protection Regulation (GDPR) and the Philippines’ Data Privacy Act. Internal policies prohibit manipulative or deceptive use of AI, explicit content to use of data is obtained whenever necessary, and personal data is anonymized to protect clients and their interests. Continuous staff training is also prioritized to ensure team members are not only up to date with new technologies but also understand the latest legal requirements and ethical considerations in AI use.
“We highly encourage open discussions about the potential ethical dilemmas AI use can present amid its increasing use in PR to foster a responsible mindset,” Pista said. “We always ensure that AI enhances our PR efforts without compromising ethics, privacy or legal standards. As communicators, we deliver real-world solutions while safeguarding our clients and the public.”
Prioritizing a human-first approach
Pista noted that the challenges in the area of AI adoption revolve around ensuring data privacy compliance across international jurisdictions, ensuring transparency and balancing innovation with responsibility. With AI treading a fine line between innovation and overreach, clients and audiences alike may be hesitant to use AI-generated content.
Acknowledging these concerns, Pista said: “We prioritize a human-first approach in every campaign. AI enhances our work but never replaces the human judgment central to meaningful PR strategies.”
She further explained how the agency is dedicated to collaborating with legal experts who specialize in data privacy and informing clients if and how AI-generated content is used in campaigns, in the process building trust.
To close her talk, Ana issued a reminder about the responsibility that comes with harnessing AI’s potential in public relations and beyond. “AI is not a substitute for ethical decision-making — it’s a tool to amplify our human values,” she emphasized.
She urged businesses to view AI not just as a competitive advantage but as a shared opportunity to foster trust, inclusivity and transparency in communication.
