THE rapid development of technology has brought various changes to our lives. The presence of artificial intelligence or Artificial Intelligence (AI) for one, brings convenience if utilized properly.
In this regard, the Directorate of Public Communication Governance and Partnership (TKKKP), Directorate General of Public Information and Communication, Ministry of Communication and Informatics (Kemenkominfo) held “Technical Guidance on the Use of AI in Content Production for Social Media and Public Relations Managers”.
Through a press release received today, the Director of TKKKP, Ministry of Communication and Information, Hasyim Gautama, expressed the impact of technological developments,
very significant for private and government stakeholders. Both in terms of technology, policy, and social dynamics. Hasyim said that State Civil Apparatus (ASN) are required to be able to adjust it to daily work patterns.
The government in line with this, has committed to using technology and technology-based applications for better administrative efficiency and public services. For example, Hasyim mentioned the use of AI, data analytics and cloud computing, public service information systems such as SIMPHONI (Professional and Innovative Public Relations Management Information System) and e-government.
“The context of government communication in the existence of AI has the potential to help government public relations in designing effective communication strategies. Therefore, government public relations must ensure that AI can be used referring to quality data,” explained Hasyim.
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Supporting this, the Head of the Bali Province Communication and Information and Statistics Service (Diskominfo) represented by the Secretary of the Bali Province Diskominfo, Dewa Rai Rustina, said that through AI and technological developments, the content creation process can be accelerated, data analysis optimized and messages personalized to be delivered to the audience can be personalized.
This time, the Technical Guidance regarding the use of AI presented two speakers who are experts in their fields, namely the Director of AI Innovation KORIKA, Andreas Tjendra and the Principal of the Indonesia Applied Digital Economy & Regulatory Network (IADERN), Tuhu Nugraha.
In the opening session themed “Utilization of AI in Government Communication”, Andreas Tjendra said that the presence of AI can support effectiveness and efficiency. So, it will be very beneficial even though Indonesia is several years behind in AI development.
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“AI makes things faster, better, and cheaper. AI adoption is everywhere, even our content is directed by AI,” said Andreas.
Regarding content creation, Andreas reminded the importance of using prompts or proper instructions in using AI. Also, it is necessary to double-check various references due to AI’s limitations in processing existing data. It is also important to include sources of information or data used for content that has been integrated with AI.
“We must realize that AI capabilities are very helpful to us, but do not misuse them in the form of hoaxes,” said Andreas.
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The way AI works is very data-based, so its performance is very much determined by the readiness of qualified data. If the data is inadequate, Andreas said the results that appear are also not optimal. In fact, inaccurate predictions can occur which can cause losses.
Talking about AI, of course it requires technology that is relevant to public communication. Some that can be used by the government such as Natural Language Programming (NLP), machine learning, Also chatbot and virtual assistants, as explained by Tuhu Nugraha in the second session themed “Practice of Utilizing AI in Government Communications”.
“Chatbot The latest generation that has entered with generative AI and is embedded by ChatGPT, can answer according to what we want, not only template so there is conversation, but there are also risks,” explained Tuhu.
Tuhu admitted that the use of AI provides many benefits, but he reminded about the importance of transparency in using it so that the public knows which content or features use AI. In addition, AI integration with existing systems and training in using it are needed so that errors do not occur.
“Whatever AI says, don’t trust it 100 percent because AI can be wrong. Even though it looks very convincing,” added Tuhu.
To get optimal results from the use of AI, Tuhu provides several tips in creating prompts, namely clear and specific, good structure, use relevant keywords, provide context, and be simple and concise.
“When you usually use 5W1H, then use it. As complete as possible, what is the goal, who is the audience, how to do it, where is the channel. Even if you use ChatGPT, you can do personification,” concluded Tuhu.
This online and offline technical guidance is expected to improve the capabilities of social media managers and government public relations. Especially in synergizing with AI which continues to develop into the future.
“The training on the use of AI in content production for social media and public relations managers this time aims to introduce and practice directly the process of using AI for government activities,” concluded Hasyim. (H-2)
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