The Use of Artificial Intelligence (AI) for Public Relations in Pesantren

Abstract

In the era of digital transformation, pesantren as traditional Islamic educational institutions are confronted with new challenges and opportunities in building their public image and expanding the reach of dakwah (Islamic outreach). Public Relations (PR) plays a strategic role in bridging pesantren with the wider community, and the integration of technologies such as Artificial Intelligence (AI) offers a potential solution to enhance the efficiency and effectiveness of communication efforts.

This study aims to explore the forms of AI utilization in PR practices within pesantren environments, as well as to examine the perceptions and challenges faced by administrators in the digitalization process. The research employs a qualitative descriptive-exploratory approach using a case study method involving three pesantren in Indonesia that actively utilize AI technology. Data were collected through in-depth interviews, participant observation, and digital documentation. The data were analyzed using the Miles and Huberman model, which includes data reduction, data display, and conclusion drawing.

The findings reveal that AI is utilized in various forms, including student service chatbots, automated social media content scheduling, digital audience analytics, and voice-based AI for dakwah. The implementation of AI has improved responsiveness and contributed to building a positive public image of pesantren. However, it also presents challenges related to digital literacy, ethical considerations, and limited human resources.

This study contributes to the literature on Islamic communication and values-based educational digitalization. It emphasizes that AI should be positioned as a strategic support tool while preserving the cultural and spiritual values inherent in pesantren traditions.