BIG DATA AND ARTIFICIAL INTELLIGENCE (AI) IN THE PUBLIC RELATIONS SECTOR IN INDONESIA: A QUALITATIVE STUDY ON TRANSFORMATION AND ETHICAL CONSIDERATIONS

The emergence of digital technology and artificial intelligence has led to major meta morphosis in public relations in Indonesia. This studyexplores the potential of media relations management to enhance a company's positive image and reputation in the age of artificial intelligence. Italso seeks to consider the ethical implications of using big data and artificial intelligence in the public relations sector. The research method usedwas a qualitative study with a case study approach. The results of this study show that a strategi c approach that prioritises relationships withauthentic influencers can lead to long-term success for organisati ons that partner with influencers. However, practitioners specialising in publicrelations (PR) should be cautious when considering the challenges related to data privacy and information protection.