Creative Culture and Ethical Negotiation in Artificial Intelligence Practices among Public Relations Interns in the Digital Society

Abstrak

As a newly established ministry in Indonesia, the Ministry of Culture faces the challenge of building public understanding of its existence, functions, and cultural agenda in an increasingly digital society. This challenge coincides with a 60% increase in student demand for public relations internships at the Directorate of Cultural Diplomacy, Promotion, and Cooperation from 2025 to 2026, reflecting growing student interest in cultural institutions and digital communication. This study examines how artificial intelligence shapes creative culture and ethical negotiation among public relations interns. Drawing on digital anthropology, AI is understood not merely as a technological tool but as an emerging cultural practice that reshapes creativity, cultural representation, authorship, and ethical responsibility. Using a qualitative reflective approach based on the author’s experience supervising interns in producing visual designs, videos, and digital content, the study finds that students’ limitations in creative and technical skills can be transformed into collective strengths through mentoring, human judgment, cultural sensitivity, and institutional guidance. AI expands opportunities for creative experimentation and efficient content production, yet supervision remains essential to ensure accuracy, cultural relevance, ethical integrity, and alignment with institutional objectives. The study positions internships as spaces of cultural collaboration between students and government institutions, fostering mutual learning while strengthening public communication about culture. Responsible AI use is therefore not only a technological competence but also a cultural and ethical practice grounded in human creativity and institutional responsibility.

Keywords: Artificial Intelligence; Creative Culture; Ethical Negotiation; Public Relations Interns; Digital Society