With a bold call to embrace the future, communications leader Ana Pista, APR, challenged PR professionals to stop fearing artificial intelligence and start harnessing it during her keynote at the 7th Kuala Lumpur International PR Conference (KLIP 7) on July 7.
Titled “The Forbidden Apple No More — Reimagine: Reposition, Recreate Your AI PR Campaign,” Pista’s talk dove headfirst into AI’s explosive role in transforming how public relations is practiced worldwide.
“AI is no longer the stuff of science fiction,” Pista said. “It’s a game-changing tool that PR professionals must learn to use—not fear.”
KLIP 7 brought together some of the industry’s most prominent thought leaders, including Malaysia’s Communications and Digital Minister YB Datuk Fahmi Fadzil, Professor Mike Hardy of Coventry University, and PR experts from Australia, New Zealand, the Netherlands, Indonesia, and the Philippines.
Pista, founder of Ardent Communications and a respected name in Southeast Asian PR circles, used her platform to demystify AI and frame it as a practical, accessible force reshaping the PR profession.
She broke down AI’s rapid rise into five simple, digestible drivers: data, hardware, algorithms, compute power, and talent.
“Think of data as food, hardware as the engine, and algorithms as the recipe,” she explained. “But none of it works without compute power—and the brilliant minds developing it.”
Pista’s talk emphasized that AI is no longer reserved for coders and engineers—it now directly impacts media monitoring, sentiment analysis, audience segmentation, and even the drafting of press releases.
A 2023 McKinsey report on generative AI supports this view, stating that marketing and PR roles will be among the most transformed by AI, especially through productivity gains and more data-driven decisions.
Pista listed seven ways AI is redefining reputation management: innovation, segmentation, automation, real-time responsiveness, shared reality shaping, campaign scale, and personalization.
By freeing PR professionals from repetitive tasks, AI enables them to step up as creative and strategic leaders in their organizations, she said.
“AI will not replace humans,” Pista argued, “but PR professionals who use AI effectively will replace those who don’t.”
However, she warned against blind adoption, reminding attendees that AI tools are only as good as the humans guiding them.
To be AI-ready, she urged PR practitioners to create clear SOPs, curate quality training data, and treat AI as a collaborative assistant—not a replacement for critical thinking.
“Remember,” she said, “you can’t do with AI what you can’t do yourself.”
Pista also hinted at what lies ahead, from AI-generated synthetic spokespersons to fully personalized media campaigns, pushing PR into uncharted yet exciting territory.
The audience, which included regional PR leaders and students, responded with enthusiasm, with many saying her talk brought clarity to what often feels like a chaotic tech boom.
KLIP 7’s 2025 theme, “Impactful AI, Social Media Communication and Online Education for ASEAN and the Global Community,” reflected growing urgency in understanding AI’s influence not just in business, but also in policy and education.
The conference, jointly organized by the Institute of Public Relations Malaysia and the Jakarta-based ASEAN Public Relations Network, has become a critical annual platform for advancing collaborative strategies in the digital age.
Since its founding in 2019, KLIP has helped regional PR communities grapple with issues like misinformation, online safety, and now, artificial intelligence.
This year’s edition was particularly relevant as Malaysia holds the ASEAN Chairmanship, signaling its leadership in regional conversations on innovation, collaboration, and public trust.
For Ana Pista, the takeaway was clear: AI is no longer off-limits—it’s an open invitation to reimagine what PR can achieve.
And in a world where attention is fleeting and trust is fragile, she believes those who embrace AI with wisdom, ethics, and creativity will shape the future of storytelling.
