Ana Pista, the founder and CEO of Ardent Communications (ArdentComm), was recently invited as a panelist at this year’s World Public Relations Forum (WPRF), where she discussed the challenges and potential of AI in a panel discussion titled “Ethical Implications of AI in PR and Communications.” Ana shared ArdentComm’s priorities on a human-first approach and full transparency with clients, as well as the agency’s dedication to adhering to local and international privacy laws.
This year’s forum, slated from November 19 to 22 in Bali, Indonesia, revolves around the theme “Purposeful Influence for the Common Good,” and focuses on the evolving dynamics of public relations and its intersection with emerging technologies.
Harnessing AI’s Potential for PR
In her talk, Ana shared insights on how AI can add value to the work of PR professionals and their clients, and how back home in the Philippines, her own company, ArdentComm, ensures that AI does not violate ethics, privacy, or the law.
She also delved into the duality of AI as an enabler and a challenge, highlighting how AI-driven innovations are now reshaping the industry while empowering communication professionals with:
- Real-time trend tracking: AI monitors public sentiment, social media trends, and brand perception, ensuring PR teams stay ahead of the narrative.
- Data-driven insights: AI provides actionable analytics, uncovering patterns and insights that enhance campaign effectiveness and deliver measurable outcomes.
- Enhanced CRM systems: AI tools streamline client and media relationship management by identifying the most relevant journalists and influencers, boosting precision and engagement.
A Commitment to Ethical AI
Ana shared ArdentComm’s unwavering commitment to the responsible use of AI and to the investing in its talent. The agency’s dedication to ethical use of AI is manifested through:
- Adherence to Privacy Laws: Local and international privacy laws are strictly complied with, such as the General Data Protection Regulation (GDPR) and the Philippines’ Data Privacy Act. Personal data is anonymized and explicit consent is obtained.
- Ethical AI Design and Application: Use of AI in ways that could manipulate or deceive the public is strictly prohibited.
- Continuous Staff Training: Staff are trained to understand the latest legal requirements and ethical considerations in AI use.
“We highly encourage open discussions about the potential ethical dilemmas AI can present in PR to foster a responsible mindset.” Ana shared. “We always ensure that AI enhances our PR efforts without compromising ethics, privacy, or legal standards.”
“As communicators we would like to deliver real world solutions while safeguarding our clients and the public.” She further explained.
Prioritizing A Human-First Approach
Among concerns on ethics, privacy, and compliance, Ana shared that ArdentComm’s main challenges involve keeping up with data privacy compliance across international jurisdictions, ensuring transparency with AI content, and balancing innovation with responsibility. With AI treading a fine line between innovation and overreach, clients and audiences alike may be hesitant with AI-generated content.
Acknowledging these concerns, Ana shared how ArdentComm plans on tackling them. “We prioritize a human-first approach in every campaign.” She stated. “AI enhances our work but never replaces the human judgment central to meaningful PR strategies.”
She further explained how the agency is dedicated to collaborating with legal experts who specialize in data privacy, and informing clients if and how AI-generated content was used in campaigns, building trust through being transparent with the process.
To close her talk, Ana also issued a powerful reminder about the responsibility that comes with harnessing AI’s potential in public relations and beyond. “AI is not a substitute for ethical decision-making—it’s a tool to amplify our human values,” she emphasized.
She also urged businesses to view AI not just as a competitive advantage but as a shared opportunity to foster trust, inclusivity, and transparency in communication.