The Role of Artificial Intelligence in Transforming Organizational and Public Relations Communication

This study explores the role of artificial intelligence (AI) in transforming organizational and public relations (PR) communication across seven organizational cases in Medan, Indonesia. Using a qualitative case-study approach, evidence is drawn from six interview-based organizational cases—Fore Coffee, PTPN IV Regional II, PT INALUM, PT Posmetro, Codinglab, Putra Mulia Hotel and PDAM Tirtanadi. The findings show that AI accelerates content production, data analysis, operational coordination, customer interaction, and decision support. Across the cases, however, human judgement remains central to strategic decisions, ethical review, message authenticity, and relationship management. The study concludes that AI is most effective when positioned as a collaborative communication infrastructure rather than a substitute for communication professionals, and when its use is supported by organizational readiness, responsible leadership, ethical governance, and intercultural communication competence.