Ana Pista urges communicators to master AI for truth or risk being overwhelmed by misinformation
Filipina PR leader highlights AI’s risks and responsibilities in global communications
Artificial Intelligence (AI) is a double-edged sword for the communication industry, and professionals who fail to master it risk being drowned in misinformation. This was the strong message delivered by Filipina PR leader Ana Pista, APR, during her international lecture at the LSPR Institute of Communication and Business in Jakarta.
Pista, Founder and CEO of Ardent Communications (ArdentComm), CEO of AI Centre of Excellence (ACE), and Vice President for Internal Affairs of the Public Relations Society of the Philippines (PRSP), emphasized that AI brings both powerful innovation and complex ethical concerns.
“It helps us move faster, reach wider, and decide smarter,” Pista said. “But PR is still about people, and AI should enhance, not replace, the human connection.”
Beyond familiarity: Why communicators must master AI
Pista urged communication professionals, especially young practitioners, to embrace AI as a core skill. She explained that mastery of AI is now part of being a master of communication.
Her call comes as studies show AI-generated content dominates online. A 2025 Ahrefs study revealed that over 70 percent of nearly 900,000 new English-language web pages used AI. This flood of automated content, she said, requires sharper judgment and stronger accountability from communicators.
The double-edged sword: AI in ethics and misinformation
Pista warned that AI is also being weaponized. From deepfakes to political manipulation, the risks are growing. “Tools can be used for good and for bad. Right now, many are using them for the bad,” she said.
She highlighted three key safeguards:
- Prioritizing privacy through compliance with data protection laws
- Being transparent about AI-generated content to maintain trust
- Building SOPs and training to validate AI outputs
Reimagining PR with AI
Looking ahead, Pista noted that AI can transform PR beyond content creation toward predictive strategies and crisis management. She concluded, “The true success of AI lies in its ability to enhance human experiences while respecting autonomy and amplifying collaboration.”
Her message resonated with students and professionals, who left with a stronger vision of AI not as a threat, but as an ally in building trust and shaping narratives.
