Perhumas emphasises that AI assists PR in data processing, but decisions remain in human hands

AI is not merely a tool, though we need it, but it does not determine outcomes. The determinant lies with humans. Jakarta (ANTARA) - The Indonesian Public Relations Association (Perhumas) says artificial intelligence (AI) is a tool for public relations practitioners in helping with information verification and speeding data retrieval, but emphasises that decisions remain with humans. General Secretary of Perhumas Benny Siga Butarbutar said AI is essentially a knowledge product that can be used to support communication work, but cannot replace human roles in decision-making. ‘As PR practitioners, AI is also a knowledge product that is always needed to help carry out verification processes, accelerate processes, search data, and even to ensure whether something is a fact,’ he said at the INFOBRAND Forum 2026 in Jakarta on Wednesday. According to him, globalisation creates relationships that are increasingly complex, and increases uncertainty, in which AI can help in analysis and prediction. ‘AI is not merely a tool, though we need it, but it does not determine outcomes. The determinant is humans, PR practitioners themselves, even journalists,’ Benny said, who also serves as Chief Executive of the National News Agency (LKBN ANTARA). He explained that in crisis situations, AI has limitations because it cannot fully read the complexity of public emotions, which are often deeply felt and influenced by many factors. Nevertheless, the utilisation of AI remains important as it can speed up data processing and help leaders make faster, information-based decisions. ‘In a crisis, AI does not contribute much to handling the crisis, but helps in predicting and mitigating it. Yet when an event occurs, AI again cannot read the complexity of public emotions that is so deep, intricate, sharp and full of various aspects,’ he said. Benny also emphasised the importance of the ability to build prompting and to utilise AI to predict the dynamics of communication going forward. For communications leaders, including public officials, AI, in his view, should be positioned as a tool to deepen meaning and analysis. Additionally, Benny highlighted the importance of building trust in public communication, noting that trust is not built solely through the superiority of products or services, but also through the care demonstrated by organisations towards the public.