This study examines the dynamic transformations occurring within public relations (PR) and journalism in Indonesia in response to the advancement of AI (Artificial Intelligence) technology. The primary aim is to explore how the integration of AI necessitates the continued adherence to ethical codes in PR and journalism practices. The research is anchored in the theoretical frameworks of media ecology and professional ethics. The methodology includes in-depth interviews with 15 participants, comprising PR professionals, journalists, and media experts, to gather primary data. The analysis reveals key themes related to system dynamics, ethical dilemmas, and perceptions of technology use. The findings indicate that while PR practitioners and journalists in Indonesia are increasingly utilizing AI tools in their work, challenges remain due to previous work habits. However, there is a general acceptance of AI as a tool that enhances efficiency. This supports the applicability of media ecology and professional ethics theories to these professions. The study underscores the need for ongoing adaptation to technological advancements while maintaining professional ethical standards.
