Artificial intelligence (AI) has rapidly transformed communication practices worldwide, including public relations (PR). AI offers efficiency in tasks such as drafting press releases, brainstorming, and research synthesis, but its adoption has also had a tangible impact, particularly in terms of the ethical dilemmas faced by practitioners. In Indonesia, the use of AI surged after the launch of ChatGPT in late 2022. At the same time, the adoption of technology has not been matched by the adoption and development of ethical standards. This study seeks to explore experience ethical dilemmas arising from the integration of AI into their daily work. Using an exploratory qualitative design, semi-structured interviews were conducted with 20 PR practitioners from various industries in Greater Jakarta. Prior to the research, this study obtained ethical clearance and the personal data of the informants was kept confidential. Data were analyzed using grounded theory coding to identify recurring themes. The findings point to four main ethical dilemmas: Confidentiality risks and data privacy violations when client information is uploaded to AI platforms; Bureaucratic pressure that prioritizes speed and efficiency over ethical oversight; Transparency challenges in disclosing AI use to clients and the public; and Questions about authenticity and copyright in AI-generated content. In addressing ethical dilemmas, practitioners often adopt mitigation strategies such as data masking, verification, and selective disclosure. This study emphasizes that ethical responsibility ultimately lies with human practitioners, who act as the ethical gatekeeper who uphold trust and credibility. This emphasizes the pressing need for professional associations and policymakers in Indonesia to develop clear ethical guidelines and a regulatory framework for the use of AI in PR. By documenting practitioners' real-world experiences, this research contributes to the global discourse on AI ethics in communication and provides a basis for developing context-sensitive standards that balance technological innovation with professional integrity.

Artificial Intelligence; Ethical Dilemma; Indonesia; Public Relations

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