Manila, Philippines, 16 January 2025 – The rapid rise of artificial intelligence (AI) presents both exciting possibilities and significant ethical challenges, particularly for the public relations industry. As businesses work to stay ahead of technological trends while maintaining trust with their audiences, Ana Pista, the founder and CEO of Ardent Communications (ArdentComm), is working to advocate for the responsible integration of AI into PR practices.
During her recent talk, “The Future of Public Relations: Strategies for 2025 and Beyond” at the VRITIMES Link Up Vol. 7 series, Pista highlighted the critical role of transparency, authenticity, and ethical communication in an AI-driven world.
“In an era of increased scrutiny and misinformation, brands must prioritize transparency and ethical practices in every interaction,” said Pista. “AI, when used responsibly, can be an incredible tool for PR professionals, and at ArdentComm, we are committed to leveraging this technology while upholding the highest ethical standards.”
Challenges of AI integration: Navigating ethical boundaries and transparency
“AI literacy and digital landscape mastery are not optional anymore,” Pista said. “You need to adapt and master them now or you will be left behind.”
She shared a study by the Chartered Institute of Public Relations (CIPR), which found that 40% of tasks performed by PR professionals are now assisted by AI tools, and respondents who used AI tools said the tools enabled them to be between 15% to 25% more productive (Source: The Impact of AI on Public Relations).
The use of AI, however, also introduces a range of challenges that PR professionals must address to remain effective in 2025 and beyond. She identified key issues like adapting to new technologies, safeguarding data privacy, and mitigating the risks associated with AI misuse. As communicators, Pista told the audience that they have the responsibility to uphold integrity, not just in AI, but in every choice they make.
“Communication can change the world,” she quipped. “So, if you stand based on what you believe in, then I hope you’d also stand in communicating for good. Leverage technology to enhance, not replace, human connection. You should be directing the AI tool to make something great, something good.”
Pista also praised VRITIMES, a leading PR distribution platform, for its innovative approach to amplify press release distribution. “With the right application of technology, VRITIMES is empowering businesses of all sizes to tell their stories and reach broader audiences,” she noted, commending their efforts to democratize PR access.
The role of responsible AI use in public relations
As the digital landscape rapidly evolves, the importance of ethical communication in PR has never been more critical. One example is Meta’s recent overhaul of its content moderation policies. In January 2025, Meta announced the end of its third-party fact-checking program in the United States and the introduction of “community notes” to combat misinformation. While some view these changes as a step toward greater freedom of expression, others are concerned about the potential for increased misinformation and hate speech.
“Social media platforms and AI tools can dramatically improve PR workflows, but they also come with the responsibility of ensuring the accuracy and integrity of the information shared,” Pista said, emphasizing the need for PR professionals to be trained in AI literacy.
Pista also underscored that the ethics of AI in PR go beyond content creation. She stressed the importance of responsible communication in all campaigns, especially as consumers increasingly prioritize brands that demonstrate genuine commitment to social issues.
“Consumers are looking for brands that make a real impact on society. This means businesses must authentically commit to causes like sustainability and social responsibility — and communicate these efforts transparently,” she explained.
In her talk, Pista also emphasized that her company has long committed to the ethical use of AI across its campaigns. According to her, ArdentComm ensures transparency by disclosing when and how AI is utilized and maintains strict human oversight to monitor AI-generated content.
“We’d like to assure clients that a human team will always review and approve any content generated by AI before it is used in their campaign,” she said. “We are committed to safeguarding consumer data and securing explicit consent before deploying AI-powered tools.”
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About Ana Pista:
Ana Pista is the founder and CEO of ArdentComm, a leading technology PR agency based in the Philippines. A respected voice in the PR community, she serves on the boards of the Public Relations Society of the Philippines (PRSP) and the Global Alliance for Public Relations and Communication Management. Known for her strategic vision and commitment to ethical communication, Pista has become a trusted advisor in the Philippine PR landscape.
About ArdentComm:
ArdentComm is a full-service public relations agency specializing in integrated communication strategies. The agency provides innovative, results-driven PR solutions for clients across diverse industries, with a strong emphasis on ethical and impactful communication.
About VRITIMES:
Founded in 2022, VRITIMES is a rapidly growing PR distribution platform based in Japan. Initially launched in Indonesia, the company has since expanded into Singapore, Malaysia, Thailand, Vietnam, and the Philippines. VRITIMES is dedicated to making press release distribution accessible and affordable for businesses of all sizes.