Ana Pista, founder and CEO of Ardent Communications, during her recent talk at the VRITIMES Link Up Vol. 7 series

MANILA, PHILIPPINES — Ana Pista, the founder and CEO of Ardent Communications (ArdentComm), is working to advocate for responsible AI integration into public relations. 

She elaborated on this initiative at her recent talk, “The Future of Public Relations: Strategies for 2025 and Beyond,” at the VRITIMES Link Up Vol. 7 series.

READ: ArdentComm founder and CEO pushes ethical AI in PR

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“In an era of increased scrutiny and misinformation, brands must prioritize transparency and ethical practices in every interaction,” Pista said.

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“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,” she added.

The ArdentComm CEO cited a study by the Chartered Institute of Public Relations (CIPR), which found that 40 percent of PR professionals’ tasks involve AI assistance.

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Furthermore, users of AI tools reported a 15 to 25 percent boost in productivity.

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Still, PR practitioners must overcome the new challenges that AI integration brings, such as adapting to new technologies, protecting data privacy, and mitigating risks from AI misuse.

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More importantly, Pista highlighted the importance of ethical communication in public relations, referencing Meta’s recent overhaul of its content moderation policies

Some viewed these changes as a means to uphold freedom of speech, while others warned that it could increase misinformation and hate speech.

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The ArdentComm founder underscored that AI ethics in PR transcend content creation. 

“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.

Gorman will become chairman on Jan. 2, 2025. He will succeed Mark Parker, who is leaving after serving on Disney’s board for nine years.

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She then emphasized that her company promotes these values across its campaigns. It also ensures transparency by disclosing when and how AI is used while maintaining human oversight.

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“We are committed to safeguarding consumer data and securing explicit consent before deploying AI-powered toolsjilihot,” Pista added.

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