The world of public relations is now at a crossroads alongside the rapid development of artificial intelligence (AI) and the rise of global disinformation. Deputy Minister of Communication and Digital, Nezar Patria, stressed that PR practitioners are no longer merely mouthpieces for information, but must transform into a clearing house of information or clarifiers of information flow to maintain public trust in the post-truth era.
During the Kick Off of the 2026 Indonesia PR Convention, Nezar highlighted the real threat of disinformation, which has been categorized as a global risk by the World Economic Forum. According to him, amid the blurring lines between fact and fiction, PR professionals have a crucial responsibility to filter content and present credible narratives amid digital information noise.
Although automation through agentic AI is beginning to handle data analysis and communication strategy formulation 24/7, Nezar warned of fundamental limitations. Technology, he noted, serves only as an efficiency tool, while human sincerity, integrity, and empathy remain the core of authentic communication that machines cannot replace.
Furthermore, the government is currently striving to formulate balanced AI governance combining adaptive regulation and basic ethics. This strategy is considered vital as AI has shifted from a mere economic instrument to a strategic element in global geopolitics. Therefore, PR professionals are required to enhance critical thinking competencies to leverage technology without sacrificing professional ethical values.
In closing, Nezar encouraged PR practitioners to use the momentum of this convention as an innovation space to master new technologies such as Generative Engine Optimization (GEO). The goal is clear: to build constructive narratives that strengthen Indonesia's position on the international stage while ensuring the public receives accurate and transparent information.
