Abstract:

The dynamic of changing in public relations (PR) and Journalism in Indonesia related to technology of AI is the basis of this study. The main objective of this study is to investigate how using AI in Indonesia need to maintain ethical codes in carrying out in PR and Journalism in Indonesia. The study is grounded in theories of media ecology and professional ethics. The methodology involved interviewing 15 participants, including PR professionals, journalists, and media experts to collect primary data. From the analysis, themes emerged work’s system dynamics, ethical dilemmas, and the perception of using of technology. The results indicate that PR and Journalists in Indonesia have used AI tools in carrying out their duties. Even though there are still obstacles due to differences in work habits in the past, PR and Journalists accept AI as a tool that makes their work easier. This supports the theory of media ecology and the ethics of professionalism. These two theoretical can be applied to both professions studied. The demands of the job make them must be able to adapt to the power of technology such as AI. The use of AI in these two professions has become more efficient and faster, although they must continue to be vigilant by maintaining their professional ethics.