The inaugural CommsForward Conference 2025, a landmark biennial business communication conference by Citrine One Group, concluded yesterday at Aloft KL Sentral, drawing over 250 influential leaders and communicators from across Southeast Asia and beyond.
The two-day event, held from July 2–3 under the theme “Shaping Stories, Inspiring Results,” served as a vital forum for exploring the seismic shifts brought about by artificial intelligence (AI) in the public relations industry.
CommsForward 2025 emphasized the urgent need for the PR industry to embrace AI’s vast potential while addressing the ethical complexities and human-centered challenges it brings. The conference spotlighted a future where AI’s powerful capabilities enhance — not replace — the creative, strategic, and ethical role of communicators.
A key highlight of the conference was the participation of prominent personalities from around the globe, including Ana Pista, APR, Founder and CEO of Ardent Communications and CEO of the AI Centre of Excellence (ACE).
Pista was among a distinguished roster of speakers at the CommsForward Conference, which included Ivlynn Yap (Executive Chairman, Citrine One Group), Chris Seto (Managing Director, Dataxet Malaysia), Nia Novelia (Co-Founder and CMO, Imagi PR Indonesia), Nurulhuda Abd Aziz (multi-award-winning journalist and former press secretary), and Azmi Yaakop (Group Chief Comms Officer, FGV Holdings Berhad).
Photo shows (from left) Syed Mohammed Idid (West Coast Expressway), Ivlynn Yap (Citrine One Group),
Datuk P. Kamalanathan (PR Practitioners Society of Malaysia), Ana Pista (Ardent Communications), and Nia Novelia (Imagi PR Indonesia)
Roadmap for an AI-powered future tackled at CommsForward 2025
In her session, “The Future of Public Relations: AI in PR, Transformation & Innovation,” Pista offered a comprehensive roadmap for industry’s evolution. “AI serves not as a replacement for human PR professionals but as a hyper-efficient, data-savvy co-pilot, enabling an enhancement of strategic capabilities through intelligent augmentation,” she stated.
Pista’s talk detailed how AI is transforming the industry — from automating routine tasks and optimizing audience engagement to supporting crisis management. She highlighted examples such as real-time media monitoring, AI-generated press materials, and chatbot-powered customer service, all of which allow PR professionals to focus more on high-level strategy and creative storytelling.
“The integration of AI into public relations presents both extraordinary opportunities and profound responsibilities,” Pista noted in her speech. “As communicators, we must navigate these tools thoughtfully — leveraging automation and data insights while staying grounded in ethics, empathy, and the human connection that defines effective communication.”
She emphasized that as AI systems become more embedded in media relations and strategic messaging, practitioners must also remain vigilant about algorithmic bias, misinformation, and transparency. “It is our duty,” she added, “to ensure that these tools are applied responsibly and inclusively.” The session underscored that while AI can identify patterns and generate content at scale, it is the human touch — judgment, creativity, cultural sensitivity — that ultimately builds trust and drives meaningful engagement.
Ana Pista (3rd from left) together with her co-panelists YBhg. Datuk P. Kamalanathan (PRactitioners & Malaysian Qualification Agency) and Sharon Goh (Syuen Zens Resources)
Following her talk at the CommsForward Conference, Pista joined the dynamic panel discussion, “The AI-Driven Communicator: What Skills Will Define the Future?” moderated by Ruzanna Muhammad (News Hub Asia), where she shared the stage with esteemed co-panelists YBhg. Datuk P. Kamalanathan (PRactitioners & Malaysian Qualification Agency) and Sharon Goh (Syuen Zens Resources).
“The skills landscape is shifting rapidly,” emphasized Kamalanathan. “Future communicators won’t just be storytellers; they’ll be data interpreters and ethical gatekeepers.”
Goh added, “This event helps demystify how to adapt AI into your business and personal life. We’ve been discussing its advancements and how organizations can prepare for this ongoing revolution.”
Pista concluded the discussion by reinforcing the need for “human-AI synergy,” saying: “The future of public relations in the AI era is not about choosing between human expertise and machine intelligence, but rather about finding the optimal synergy between the two. Our challenge is to amplify what makes us human — insight, empathy, ethics — through the intelligent use of technology.”
CommsForward 2025 proved to be a landmark event, providing invaluable guidance and fostering a crucial dialogue about the ethical and innovative path forward for the PR sector in an AI-powered world. To learn more about the event, visit: www.citrine.com.my/commsforward25.
