AI Is Hijacking Your Mind Right Now
Artificial intelligence is a powerful yet dangerous tool for the communications industry, and those who fail to master it risk being left behind or misled by misinformation, warned Filipina PR leader Ana Pista during an international lecture in Jakarta.
Speaking before students and professionals at the LSPR Institute of Communication and Business, Pista described AI as a “double-edged sword” that can either advance the industry or erode public trust. She serves as Founder and CEO of Ardent Communications, CEO of the AI Centre of Excellence, and Vice President for Internal Affairs of the Public Relations Society of the Philippines.
Pista emphasized that AI brings unprecedented speed, reach, and efficiency, but it must never replace human connection. Instead, she urged communicators — particularly young professionals — to treat AI literacy as a core skill. “If I were hiring, I would want a master of communication — and part of that mastery today is knowing how to use AI,” she said.
Her warning comes as a 2025 study by Ahrefs revealed that more than 70 percent of nearly 900,000 new English-language web pages contained AI-generated content. This surge, she noted, demands sharper judgment and stronger ethical standards from communication practitioners.
Pista cautioned against the misuse of AI for political manipulation, deepfakes, and data exploitation. She called for ethical frameworks that prioritize privacy, transparency, and accountability, stressing that credibility is at stake in fast-digitizing societies such as the Philippines and Indonesia.
Looking ahead, she said AI could transform public relations from simple content creation to outcome-driven strategies like predictive modeling and crisis management. “The true success of AI lies in its ability to enhance human experiences while respecting autonomy and amplifying collaboration,” she concluded, urging communicators to harness AI as a force for truth and trust.
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