JAKARTA - The Ministry of State-Owned Enterprises (BUMN) held the AI Communication and Optimization Workshop on 17 July 18, 2025 in Switzerland-Belhotel, Balikpapan. This activity was attended by more than 100 participants from various SOEs, consisting of company communication practitioners, and regional leaders. This workshop aims to strengthen the communication function of the corporate and optimize the use of artificial intelligence (AI) technology in the spread of credible, strategic, and broad positive information in the digital era.
As the opening resource person, the spokesperson for the Ministry of SOEs, Putri Violla, said that communication in the era of information disclosure demands an adaptive and collaborative approach, not only from institutions, but also from individuals within the company. According to her, employees have great potential to become company ambassadors in voicing the achievement and contribution of SOEs to the public in a more humane and relevant manner.
"In the midst of the current swiftness of information, the power of communication is not only lies in institutional strategies, but also in individual strengths. Employees are the most authentic face of SOEs. With digital communication skills and the use of technology such as AI, they are able to connect good messages that have a broad impact in society," said Putri Violla.
This workshop presents various speakers who discuss communication strategies from a practical and technology perspective. Also present was Teuku Gandawan Xasir who discussed the introduction and utilization of AI in digital communication strategies. The material was then continued by Reynaldi Francois, CEO of the Zando Agency as well as Co-Founder of the Aico Community, which provides technical training on the creation of AI-based social media accounts and content.
I Gede Suhendra, Head of Department Corporate Communication IFG, highlighted the importance of active involvement of employees in building the image of the company. In his session, he explained how optimizing employee engagement through social media can strengthen employer branding, expand the company's communication reach, and create stronger emotional relationships between companies and the public.
On the second day, participants were invited to make field visits to three strategic assets of BUMN in the East Kalimantan region. Among others, IKN VVIP Airport built by PT PP (Persero) Tbk in the scope of airside and Hutama Karya in the landscape, ASN Flats carried out by PT PP (Persero) Tbk, and Balikpapan BUMN Houses. This activity was designed as a means of direct practice for participants to convey national development by SOEs, with a creative and digital public approach.
BACA JUGA:
This workshop is not only a place to strengthen the communication capacity of SOE personnel, but also a tangible manifestation of the contribution of SOEs in supporting the national development vision through the Presidential Asta Cita of the Republic of Indonesia, Prabowo Subianto. Through the use of communication technology and the empowerment of adaptive human resources, SOEs also strengthen national economic resilience based on technology and information excellence.
Strong, strategic, and comprehensive communication will be a bridge that connects development goals with public understanding. The nation's great narrative will not only be through infrastructure and numbers, but through stories that are told inspiringly by the development actors themselves, in this case, BUMN employees who are ready to become communication ambassadors on the digital world stage.
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