Impact of Artificial Intelligence on Digital Public Relations Effectiveness in Indonesia

Abstract

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.