Pengaruh Artifical Intelligence Terhadap Efektivitas Praktik Digital Public Relations d i Indonesia

Abstract

Perkembangan teknologi digital, terutama Artificial Intelligence (AI), telah mengubah praktik public relations (PR) secara signifikan. Penelitian ini bertujuan untuk mengkaji pengaruh AI terhadap efektivitas strategi digital public relations di Indonesia melalui studi literatur dan wawancara mendalam dengan praktisi PR. Fokus penelitian mencakup peran AI dalam otomasi komunikasi, analisis data, dan pengambilan keputusan strategis. Hasil kajian menunjukkan bahwa AI mampu meningkatkan efisiensi operasional, kecepatan respons, serta pemantauan opini publik secara real-time. Namun, terdapat tantangan terkait etika komunikasi dan keterbatasan sentuhan personal dalam interaksi digital. Temuan ini memberikan wawasan penting bagi pengembangan praktik PR yang adaptif dan berbasis teknologi di era digital.The advancement of digital technology, particularly artificial intelligence (AI), has significantly transformed public relations (PR) practices. This study aims to examine the impact of AI on the effectiveness of digital public relations strategies in Indonesia through a literature review and in-depth interviews with PR practitioners. The research focuses on AI’s role in automating communication processes, data analysis, and strategic decision-making. Findings reveal that AI enhances operational efficiency, response speed, and real-time public opinion monitoring. However, challenges related to communication ethics and the limitation of personal touch in digital interactions were also identified. These insights contribute to the development of more adaptive and technology-driven PR practices in the digital era.