Human PR is Irreplaceable and AI as a Supporting Tool: Exploring Indonesian PR Practitioners’ Attitudes, Applications, and Adoption of AI
Silvanus Alvin · International Journal of Strategic Communication · 2026
This study aims to offer a novel contribution by examining the attitudes, usage, and levels of artificial intelligence adoption among public relations (PR) practitioners in the Indonesian context. This topic is particularly relevant given Indonesia’s high internet penetration rate and its increasing engagement with AI technologies. Employing an exploratory qualitative approach, this research is based on semi-structured interviews with 20 PR practitioners. One of the key findings reveals that, although AI is often perceived as a threat, Indonesian PR professionals generally believe their roles remain secure, as long as human relational skills are maintained. The study further elaborates on how practitioners perceive and utilize AI in their daily work. Theoretically, it contributes to the field by mapping the practitioners’ adoption levels using the framework of Diffusion of Innovations theory. Notably, the findings show that few PR practitioners did not actively seek out AI-related information. Rather, they were passively exposed to it through algorithm-driven content on social media platforms. Finally, this study identifies several challenges faced by Indonesian PR professionals in navigating AI integration into their practice.