AI Developments Exert Significant Influence on Public Communication Models

The Head of the Communications and Informatics Office (Diskominfo) of Jambi Province, Ariansyah, has emphasised that the current development of Artificial Intelligence (AI) is bringing a significant influence to public communication models.

“AI increases the work efficiency of public relations, particularly in data processing and large-scale information analysis. However, the use of AI still has limitations. Every strategic decision, information verification process, and final publication must remain under the control of competent human resources,” he stated while serving as a speaker at the Public Relations Technical Working Meeting (Rakernis) at the Jambi Regional Police on Monday.

According to Ariansyah, AI technology is now being utilised in various public relations activities, ranging from automated media issue monitoring and public sentiment analysis to drafting initial communication content and mapping conversation trends within the digital space.

Digital transformation has also altered the public’s information consumption patterns. Currently, the public obtains information instantly through various digital platforms and prefers visual content or short videos over long-form text.

Amidst the heavy flow of digital information, Ariansyah warned that the challenges faced by public relations professionals are becoming increasingly complex. Threats such as disinformation, misinformation, malinformation, and deepfake technology are expected to become major issues in the digital space by 2026.

To address these challenges, he emphasised the importance of implementing structured media management strategies through stages of monitoring, issue mapping, building media relations, increasing public engagement, and conducting regular evaluations.

Furthermore, he asserted that public communication plays a strategic role in supporting development. Through effective communication, the government can explain policy objectives, the benefits received by the community, the strategic impacts generated, and the various developmental achievements realised.

“The development narrative serves to explain policy goals, the benefits obtained by the community, the strategic impacts produced, and the tangible achievements attained by the government,” said Ariansyah.