The rise of AI is reshaping public relations, offering new opportunities while raising ethical challenges.
Ardent Communications (ArdentComm) founder and CEO Ana Pista, continues to advocate for the responsible integration of AI to build trust and transparency with audiences.
In her talk, “The Future of Public Relations: Strategies for 2025 and Beyond” at VRITIMES Link Up Vol. 7, Pista emphasized the need for transparency, authenticity, and ethical communication in an AI-driven world.
“AI can be a powerful tool when used responsibly. At ArdentComm, we leverage AI while upholding the highest ethical standards,” she said.
A Chartered Institute of Public Relations (CIPR) study revealed that 40 percent of PR tasks now involve AI, boosting productivity by up to 25 percent.
While AI enhances workflows, Pista highlighted challenges like data privacy, AI misuse, and the importance of adapting to new technologies.
“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, emphasizing the need for PR professionals to be trained in AI literacy.
Pista also commended VRITIMES for democratizing PR with its technology-driven platform and urged PR professionals to use AI to enhance human connection, not replace it.
