PERAN ARTIFICIAL INTELLIGENCE DALAM DUNIA KOMUNIKASI DI LINGKUNGAN MASYARAKAT PONOROGO

Abstract

Advances in Artificial Intelligence (AI) technology have penetrated various aspects of social life, including communication. AI is not only changing the way people interact through the automation of messages and content, but also influencing public, personal, and organizational communication patterns at the local level, such as in Ponorogo. This phenomenon is relevant to the increasingly digitally connected social dynamics of society in the information age. This article examines the role of AI in the world of communication in the context of the Ponorogo community through a literature review of the latest scientific research (2020–2025). Through a systematic literature approach, this article identifies the contribution of AI in facilitating effective communication, information dissemination, and emerging ethical and social challenges, including algorithmic bias, privacy, and the need for digital literacy. The study results indicate that AI has a significant impact on accelerating message delivery, expanding the reach of public communication, and enhancing digital social interaction. However, trade-offs such as the risk of misinformation, loss of depth in interpersonal communication, and ethical challenges also need to be anticipated by local stakeholders. These findings recommend public education efforts, the development of AI ethics policies, and increased access to technology to maximize the contribution of AI in communication in an inclusive manner.