Human and AI Collaboration in Public Relations Practice Innovation in Indonesia: Between Efficiency, Creativity, and Ethics
DOI:
https://doi.org/10.55927/modern.v5i1.32Keywords:
Public Relations, Artificial Intelligence, Innovation, Communication EthicsAbstract
The development of artificial intelligence (AI) has transformed public relations practices from tactical functions to creative and analytical partners that accelerate work processes, without completely replacing the role of humans. Globally, AI is used for content production, message personalization, crisis simulation, sentiment analysis, and campaign optimization, while practitioners retain strategic and ethical control. In Indonesia, Telkom University's Bachelor of Digital Public Relations program is an example of AI adoption in the academic public relations ecosystem, encouraging lecturers and students to utilize AI for ethical and high-quality research and assignments. This study analyzes the role of AI as a creative collaborator in public relations practice innovation and educational institutions' strategies in building AI literacy and ethics. The findings show that human-AI collaboration governed by ethical principles and human supervision can improve efficiency, creativity, and work quality, but requires strengthening critical skills and professional responsibility among practitioners and academics
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