TRANSFORMASI ETIKA DAN STRATEGI PUBLIC RELATIONS DI ERA ARTIFICIAL INTELLIGENCE

Indah Mardini Putri; Eka Fitri Qurniawati

doi:10.52423/jikuho.v9i2.201

Authors

Indah Mardini Putri Universitas Riau
Eka Fitri Qurniawati Universitas Islam Riau

DOI:

https://doi.org/10.52423/jikuho.v9i2.201

Keywords:

Artificial Intelligence, Etika, Komunikasi, Public Relations, Strategi

Abstract

Penggunaan kecerdasan buatan (Artificial Intelligence/AI) telah menjadi tren utama di berbagai sektor, termasuk dalam praktik public relations. Penelitian ini bertujuan untuk melihat bagaimana etika dan strategi dari pemanfaatan Artificial Intelligence dalam praktik public relations. Metode penelitian yang digunakan pada penelitian ini adalah kualitatif yang berdasarkan kepada studi kajian literatur. Dengan mengumpulkan data dari database Jurnal Sinta, Scopus dan Garuda Ristek Dikti. Cakupan dan fokus pencarian artikel khususnya berlaku pada topik etika dan strategi berbasis artificial intelligence dengan menggunakan query pencarian berbasis mesin pencari Google Scholar. Data pendukung berasal dari buku dan sumber referensi lain yang relevan. Hasil penelitian menyoroti pentingnya menjaga keseimbangan dan keberagaman data serta menjaga kerahasiaannya sesuai dengan regulasi privasi yang berlaku. Secara strategis, AI dapat membantu mengurai teks untuk mengidentifikasi sentimen publik secara akurat, meningkatkan interaksi dengan chatbot dan asisten virtual, serta menggunakan sistem rekomendasi berbasis riwayat penelusuran atau interaksi pengguna. Implikasi praktis dari penelitian ini menekankan perlunya praktisi PR mengembangkan kebijakan transparan dan bertanggung jawab untuk mengelola data yang diproses oleh AI, serta memastikan penggunaannya sesuai dengan tujuan komunikasi organisasi dan untuk meningkatkan hubungan dengan publik. Terdapat juga peluang untuk penelitian lebih lanjut mengenai implikasi etis dan strategis dari penggunaan AI dalam PR, serta pengembangan metode yang lebih canggih dalam menerapkan teknologi ini dalam konteks komunikasi organisasi.

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