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All Journal MetaKom : Jurnal Kajian Komunikasi Jurnal Ilmu Komunikasi Jurnal Kajian Komunikasi Jurnal Ilmu Sosial dan Ilmu Politik ProTVF PRofesi Humas Nyimak: Journal of Communication INJECT (Interdisciplinary Journal of Communication) Restorica: Jurnal Ilmiah Ilmu Administrasi Negara dan Ilmu Komunikasi Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis Ekspresi dan Persepsi : Jurnal Ilmu Komunikasi Medium : Jurnal Ilmiah Fakultas Ilmu Komunikasi Jurnal Kajian Komunikasi dan Pembangunan Daerah JURNAL STUDIA KOMUNIKA As-Sidanah : Jurnal Pengabdian Masyarakat Mediator: Jurnal Komunikasi Jurnal Spektrum Komunikasi Comdent: Communication Student Journal
Ratnasari, Eny
Universitas Tidar
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Ethical considerations of using generative Artificial Intelligence in advertising Ratnasari, Eny; Sumartias, Suwandi
PRofesi Humas Vol 10, No 1 (2025): August 2025
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/prh.v10i1.62726

Abstract

Background: The Ministry of Communication and Digital Affairs created an advertising campaign for the “Makan Bergizi Gratis” Program. This advertisement drew much criticism from netizens because it used generative AI. Netizens considered the use of AI disrespectful to local animators and Indonesia’s creative industry. Purpose: This study aimed to determine the network and classification of comments on the AI-generated advertisement of “Makan Bergizi Gratis” released on YouTube by the Ministry of Communication and Digital Affairs. Methods: This study adopted a quantitative-qualitative (mixed method) approach with two methodological tools: social network analysis and content analysis. Results: Comments on the advertisement of “Makan Bergizi Gratis” are dominated by argumentative, critical comments directed at the Ministry of Communication and Digital Affairs. In this criticism, netizens expressed disappointment due to the use of generative AI in the advertisement, which devalued animators and human-made animation works. Conclusion: Based on the analysis of the comments, netizens are divided into three groups: individuals who understand that the advertisement is AI-generated and call it generative AI; individuals who understand that the advertisement is AI-generated and call it AI animation; and individuals who call it animation. The researchers also concluded that Indonesians are struggling to distinguish between animation, generative AI, and AI. Implications: Policymakers, communication practitioners, and academics must share the vision that the development and use of generative AI require a strong framework of communication ethics to guide responsible practices. This research could also be an evaluation source for the Ministry of Communication and Digital Affairs. It could trigger all creative industry players in Indonesia to formulate a code of ethics for using generative AI in Indonesia.
Co-Authors Adi, Achwan Noorlistyo Afrilia, Ascharisa Mettasatya Agus Rahmat Bantugan, Brian Cahyani, Yonanda Dwiqi Sabila Centurion Chandratama Priyatna, Centurion Chandratama Cut Meutia Karolina Dwia Aries Tina Pulubuhu Fikri Dwi Oktaviani Fikri Dwi Oktaviani Freshintia, Maria Indah FX. Ari Agung Prastowo Hanny Hafiar Jaduk Gilang Pembayun Jenny Ratna Suminar Jimi Narotama Mahameruaji Kusuma, Mutiara Sakuntala Octival Dharma Putra Pandiangan, Chelsea Uly Artha Perwata, Raden Yunita Prima Puspita Megasari Putri Septaningtyas Hidayat Putri, Wahyu Eka Raharjo, Chiquitita Amalia Rhizky, Deani Prionazvi Rohnulyanti, Hanim Romadhona, Ananda Gadis Anggun Rona, Ni Made Rosnandar Romli Siska Armawati Sufa Siska Armawati Sufa Siska Armawati Sufa Sudarmono Sudarmono Sufa, Siska Armawati Suwandi Sumartias Wada, Ibrahim