The rapid rise of artificial intelligence presents both exciting possibilities and significant ethical challenges, particularly for the public relations industry.
As businesses work to stay ahead of technological trends while maintaining trust with their audiences, Ana Pista, the founder and CEO of Ardent Communications (ArdentComm), is working to advocate for the responsible integration of artificial intelligence into PR practices.
During her recent talk, “The Future of Public Relations: Strategies for 2025 and Beyond” at the VRITIMES Link Up Vol. 7 series, Pista highlighted the critical role of transparency, authenticity, and ethical communication in today’s tech-driven world.
“In an era of increased scrutiny and misinformation, brands must prioritize transparency and ethical practices in every interaction,” said Pista. “Artificial intelligence, when used responsibly, can be an incredible tool for PR professionals, and at ArdentComm, we are committed to leveraging this technology while upholding the highest ethical standards.”
Challenges in integration: Navigating ethical boundaries and transparency
Ana Pista (2nd from right, standing), strikes a pose with top executives of VRITIMES (foreground) and some of the participants at the event
“Literacy in artificial intelligence and digital landscape mastery are not optional anymore,” Pista said. “You need to adapt and master them now or you will be left behind.” She then shared a study by the Chartered Institute of Public Relations (CIPR), which found that 40% of tasks performed by PR professionals are now assisted by artificial intelligence tools, and respondents who used them said the tools enabled them to be between 15% to 25% more productive.
The use of artificial intelligence, however, also introduces a range of challenges that PR and communication professionals must address to remain effective in 2025 and beyond. Pista identified key issues like adapting to new technologies, safeguarding data privacy, and mitigating the risks associated with its misuse, such as misinformation and bias.
“As businesses embrace its capabilities, they must also navigate potential dangers, from spreading false information to creating biased narratives,” she cautioned. As communicators, Pista told the audience that they have the responsibility to uphold integrity, not just in artificial intelligence, but in every choice they make. Regardless of field or industry, it is a must to demonstrate genuine commitment to social issues such as sustainability, social responsibility, and ethical business practices.
“Communication can change the world,” she quipped. “So, if you stand based on what you believe in, then I hope you’d also stand in communicating for good. Leverage technology to enhance, not replace, human connection. You should be directing these tools to make something great, something good.”
Pista also praised VRITIMES, a leading PR distribution platform, for its innovative approach to using artificial intelligence to amplify press release distribution. “With the right application of technology, VRITIMES is empowering businesses of all sizes to tell their stories and reach broader audiences,” she noted, commending their efforts to democratize PR access.
Yuiichiro Sasaki, VRITIMES founder, while delivering his opening remarks at VRITIMES Link Up Vol. 7 series
Yuiichiro Sasaki, VRITIMES founder, echoed this sentiment, saying, ” We believe powerful stories deserve a platform. Our company is dedicated to building an inclusive community that empowers PR professionals and democratizes access to information for businesses of all sizes,” he said.
“Our goal is to become a key infrastructure for PR in the Philippines, empowering even the smallest of businesses to share their unique stories with the world,” he added.
The role of responsible AI use in public relations
As the digital landscape rapidly evolves, the importance of ethical communication in PR has never been more critical. One example of artificial intelligence’s role in this transformation is Meta’s recent overhaul of its content moderation policies in the US.
In January 2025, Meta announced significant changes, including the end of its third-party fact-checking program and the introduction of “community notes” to combat misinformation. While some view these changes as a step toward greater freedom of expression, others are concerned about the potential for increased misinformation and hate speech.
“Social media platforms and artificial intelligence 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. “With the rapid generation of content and data through artificial intelligence, the need for PR professionals to be trained on this is essential.”
Pista also underscored that the ethics involved when using artificial intelligence in PR go beyond content creation. She stressed the importance of responsible communication in all campaigns, especially as consumers increasingly prioritize brands that demonstrate genuine commitment to social issues.
“Consumers are looking for brands that make a real impact on society. This means businesses must authentically commit to causes like sustainability and social responsibility — and communicate these efforts transparently,” she further explained.
Artificial intelligence tools offer a wide range of applications across various fields, making it a valuable asset for students, professionals, artists, and entrepreneurs alike.
In her talk, Pista also emphasized that her company has long committed to the ethical use of artificial intelligence tools across its campaigns. According to her, ArdentComm ensures transparency by disclosing when and how the tool is utilized and maintains strict human oversight to monitor content generated using artificial intelligence.
Pista also highlighted the agency’s commitment to safeguarding consumer data and securing explicit consent before deploying AI-powered tools. “We’d like to assure clients that a human team will always review and approve any content generated by artificial intelligence before it is used in their campaign,” she said.
ArdentComm has a proven track record of success in developing innovative and impactful PR campaigns. By embracing artificial intelligence ethically and prioritizing human connection, Pista and her team are poised to continue leading the way in the evolving PR landscape.
“We have built a reputation for delivering innovative and impactful PR campaigns. By embracing the use of artificial intelligence ethically while prioritizing human connection, we aim to continue leading the way in the ever-evolving PR industry,” she beams.
To connect with Ms. Pista for further insights on the use of artificial intelligence in public relations or to know more about ArdentComm’s services, send us an email at [email protected] or visit https://ardent.com.ph.
