AI's Double-Edged Sword in PR: Build Trust or Fuel Misinformation

AI in PR: Tool for Truth or Weapon for Misinformation?

JAKARTA, INDONESIA - Artificial Intelligence presents a double-edged sword for the communication industry. That was the core message delivered by Filipina PR leader Ana Pista, APR, during an international lecture at the LSPR Institute of Communication and Business.

Pista - Founder and CEO of Ardent Communications (ArdentComm), CEO of AI Centre of Excellence (ACE), and Vice President for Internal Affairs of the Public Relations Society of the Philippines (PRSP) - spoke on "How Communication Can Change the World in the Age of AI." Her point was clear: AI is accelerating PR, but the human connection must remain the center.

"It helps us move faster, reach wider, and decide smarter," she said. "But PR is still about people - and AI should always enhance, not replace, the human connection."

Treat AI as a Core PR Skill

Pista urged professionals, especially early-career communicators, to go beyond basic familiarity. AI is now a core competency for hiring and advancement.

She cited a 2025 Ahrefs analysis of nearly 900,000 English-language pages showing over 70% with AI-generated content. With automated output flooding channels, judgment, taste, and accountability become the differentiators. The question is no longer "Are you using AI?" but "Are you using it responsibly and creatively?"

The Ethical Edge: Misinformation, Deepfakes, and Data Misuse

AI can be used to inform - or to manipulate. Pista pointed to risks from political influence operations and deepfakes to misuse of personal data. "Tools can be used for good and for bad. Right now, many are using them for the bad. Even professionals like me sometimes struggle to distinguish what is real from what is fake."

For fast-digitizing markets like the Philippines and Indonesia, she called for clear, enforced frameworks that put trust first.

• Prioritize privacy: Comply with laws such as the Philippines' Data Privacy Act. See the official reference from the National Privacy Commission here.
• Be transparent: Disclose when content is AI-assisted or AI-generated to protect credibility.
• Validate outputs: Establish SOPs and training to check facts, verify sources, screen for bias, and log decisions. Human review remains mandatory for high-risk content.

From Content to Outcomes

Pista highlighted a shift from volume to value. AI can support predictive trend modeling, issues mapping, and faster crisis response.

As she concluded, the point isn't more content - it's better outcomes. "The true success of AI lies in its ability to enhance human experiences while respecting autonomy and amplifying collaboration."

What PR Teams Can Do This Quarter

• Audit your stack: Inventory AI tools, data inputs, and use cases. Label by risk level and audience impact.
• Write a clear AI policy: Define acceptable use, disclosure rules, and approval thresholds for sensitive topics.
• Build a validation workflow: Source verification, fact-check checklists, bias screens, and crisis escalation paths.
• Run drills: Deepfake detection exercises, rapid response simulations, and media training with AI-generated scenarios.
• Measure what matters: Track accuracy, response time, sentiment, and trust signals - not just output volume.

If you're building AI capability across a comms team, explore practical courses for communication and marketing roles here. For a structured path, see the AI Certification for Marketing Specialists here.

The takeaway from Jakarta: AI is here, and everyone is using it because it's efficient. The edge goes to teams that protect privacy, disclose clearly, validate rigorously, and keep people - not automation - at the center of their work.