Strategi dan Etika di Era Digital pada Pemanfaatan Kecerdasan Buatan dalam Hubungan Masyarakat
DOI:
https://doi.org/10.37329/ganaya.v8i3.3948Keywords:
Artificial Intelligence, Public Relations, Communication Strategy, Digital Transformation, EthicsAbstract
Rapid technological advances in the 21st century have brought significant changes to various industries, including public relations (PR). One of the key innovations driving this transformation is artificial intelligence (AI). This study aims to comprehensively examine the role of artificial intelligence (AI) in public relations (PR) by highlighting how this technology influences communication strategies, operational efficiency, and the dynamics of interaction between organizations and stakeholders. Using a Systematic Literature Review (SLR) approach, the findings indicate that AI enhances the efficiency of communication strategies through task automation, sentiment analysis, and improved message personalization. However, the implementation of AI presents various challenges, particularly in ethical and legal aspects. Issues such as data privacy, algorithmic bias, and transparency are key concerns that require strict oversight. It is crucial for PR professionals to understand and comply with existing legal frameworks to avoid legal risks, protect organizational reputation, and ensure the sustainability of relationships with stakeholders.
References
Anani-Bossman, A., Nutsugah, N., & Abudulai, J. I. (2024). Artificial Intelligence in Public Relations and Communication Management: Perspectives of Ghanaian Professionals. Communicare: Journal for Communication Studies in Africa, 43(1), 3–13.
Anishchenko, M. A., Gidenko, I., Kaliman, M., Polyvaniuk, V., & Demianchuk, Y. V. (2023). Artificial Intelligence in Medicine: Legal, Ethical and Social Aspects. Acta Bioethica, 29(1), 63–72.
Babaian, T., & Xu, J. (2024). Entity Recognition From Colloquial Text. Decision Support Systems, 179, 114172.
Bormane, S., & Blaus, E. (2024). Artificial Intelligence in the Context of Digital Marketing Communication. Frontiers in Communication, 9.
Cartika Candra Ledoh, Judijanto, L., Jumino, A., Rai, N. G. M., & Apriyanto, H. (2024). Revolusi Industri 5.0. PT. Sonpedia Publishing Indonesia.
Eid, M. A. H., Hashesh, M. A., Sharabati, A.-A. A., Khraiwish, A., Al-Haddad, S., & Abusaimeh, H. (2024). Conceptualizing Ethical AI-Enabled Marketing: Current State and Agenda for Future Research. International Journal of Data and Network Science, 8(4), 2291–2306.
Fernández, L. Á. V., Fernández, Y. J. O., Hidalgo, C. V. S., Aliaga, J. C. C., & Fuster-Guillén, D. (2023). E-Government and Its Development in the Region: Challenges. International Journal of Professional Business Review, 8(1), e0939.
Hafiza, N. (2023). Peluang Penggunaan Teknologi ChatGPT Dalam Dunia Hukum Perdata Nasional. Proceeding of Conference on Law and Social…
Hanafi, I., Syah, K., Judijanto, L., Maruf, I. R., & Subihat, I. (2024). Legal Study on Ethical Issues in the Use of Artificial Intelligence for Legal Decisions: Critical Literature Review. Pena Justisia: Media Komunikasi dan Kajian Hukum, 23(2), 743.
Maria Fernanda Chanduví. (2023). The Impact of AI on PR and Strategic Communications: A Double-Edged Sword. Gnovis Journal.
Memey Meliani, Septianah, N., Septiani, S., & K. K., N. G. A. (2024). Strategi Public Relations Dalam Mempertahankan Brand Awareness Produk “Broodis” di Social Media Instagram. [Nama Jurnal], 5(April), 32–40.
Piller, E. (2025). Inhuman Rhetoric: Generative AI and Crisis Communication. Journal of Business and Technical Communication, 39(1), 42–50.
Prasojo, R. (2024). Publik Relation di Era Digital: Pengaruh Teknologi Artificial Intelligence Terhadap Praktik Public Relations Modern. Jurnal Multidisiplin Ilmu Akademik, 1(3), 208–2012.
Putri, I. M., & Qurniawati, E. F. (2024). Transformasi Etika dan Strategi Public Relations di Era Artificial Intelligence. Jurnal Ilmu Komunikasi UHO: Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi, 9(2), 375-387.
Santoso, J. T. (2023). Kecerdasan Buatan (Artificial Intelligence). Penerbit Yayasan Prima Agus Teknik.
Sari, O. H., Rukmana, A. Y., Munizu, M., Novel, N. J. A., Salam, M. F., Hakim, R. M. A., ... & Purbasari, R. (2023). Digital marketing: Optimalisasi strategi pemasaran digital. PT. Sonpedia Publishing Indonesia.
Sartor, F. L. (2020). The Impact of the General Data Protection Regulation on Internet Interconnection. Telecommunications Policy, 45(2).
Setiawan, Z., Nurdiansyah, N., Kushariyadi, K., & Sari, M. D. (2024). Strategi Pemasaran: Konsep dan Inovasi Pemasaran di Era Digital. PT. Sonpedia Publishing Indonesia.
Sulistyawati Handayani, D., Kaunang, R., Sondang, S., & Irwansyah, I. (2024). Manfaat dan Potensi Masalah Penggunaan Kecerdasan Buatan (AI) Dalam Komunikasi Publik. Co-Value Jurnal Ekonomi Koperasi dan Kewirausahaan, 14(12).
Wicaksana, R. H., Munandar, A. I., & Samputra, P. L. (2020). Studi Kebijakan Perlindungan Data Pribadi Dengan Narrative Policy Framework: Kasus Serangan Siber Selama Pandemi Covid-19. Jurnal IPTEKKOM: Jurnal Ilmu Pengetahuan & Teknologi Informasi, 22(2), 143–158.
Zebua, R. S. Y., Khairunnisa, K., Hartatik, H., Pariyadi, P., Wahyuningtyas, D. P., Thantawi, A. M., … & Kharisma, L. P. I. (2023). Fenomena Artificial Intelligence (AI). PT. Sonpedia Publishing Indonesia.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Tabitha Gloria Perangin Angin, Lusy Mukhlisiana (Author)

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
An author who publishes in the Ganaya : Jurnal Ilmu Sosial dan Humaniora agrees to the following terms:
- Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
- Author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgement of its initial publication in this journal.
- Author is permitted and encouraged to post his/her work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
Read more about the Creative Commons Attribution-ShareAlike 4.0 Licence here: https://creativecommons.org/licenses/by-sa/4.0/.