Proceedings of the 5th International Conference on Social and Political Sciences, ICSPS 2019, 12th November 2019, Jakarta, Indonesia

Research Article

Artificial Intelligence Disruption on Public Relations Practice: What do Practitioners Think About it

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  • @INPROCEEDINGS{10.4108/eai.12-11-2019.2293527,
        author={Doan Ilman Munandar and Irwansyah  Irwansyah},
        title={Artificial Intelligence Disruption on Public Relations Practice: What do Practitioners Think About it},
        proceedings={Proceedings of the 5th International Conference on Social and Political Sciences, ICSPS 2019, 12th November 2019, Jakarta, Indonesia},
        publisher={EAI},
        proceedings_a={ICSPS},
        year={2020},
        month={3},
        keywords={public relations artificial intelligence industry 40 disruption},
        doi={10.4108/eai.12-11-2019.2293527}
    }
    
  • Doan Ilman Munandar
    Irwansyah Irwansyah
    Year: 2020
    Artificial Intelligence Disruption on Public Relations Practice: What do Practitioners Think About it
    ICSPS
    EAI
    DOI: 10.4108/eai.12-11-2019.2293527
Doan Ilman Munandar1,*, Irwansyah Irwansyah1
  • 1: Department of Communication Science, University of Indonesia, Jakarta, Indonesia
*Contact email: doanilman@gmail.com

Abstract

Artificial Intelligence (AI) has become a prominence issue that will challenge the public relations industry in the era of the fourth industrial revolution or commonly called as the industry 4.0. AI is predicted to change the landscape of the public relations sphere because there is some concern that AI will take over the job of the public relations practitioners. This article discusses what public relations practitioners think about it. Study shows that although PR practitioners believe that AI could do some PR tasks at the low level, they have tendency to be sceptical about AI capabilities to accomplished a more complex of PR tasks that require certain types of intelligence.