Promoting The Ethical Use Of Artificial Intelligence (AI) Sustainability for Public Relations (PR) and Strategic Communication (SC)

Document Type : Original Article

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Assistant Professor of Public Relations - Abu Dhabi University and Assistant Professor of Public Relations - Minya University

Abstract

The discourse on the ethics of artificial intelligence (AI) is increasing, which renders the concept of "AI ethics" obscure and difficult to implement. Nevertheless, AI ethics are closely associated with strategic communication in public relations. In this context, the current study aims to identify the features of the institutional framing of AI sustainability ethics through textual analysis of a sample of international and Arab Code of Ethics. Methodologically, the study belongs to pilot and comparative analytical studies within the scope of ethical use code of ethics for AI in public relations and strategic communication.
The study found that the frames of diversity, justice, and non-discrimination are prioritized in the texts of the studied charters, followed by data governance and user privacy and safety. Trust and sustainability frames come next, followed by transparency frame, user accountability and human oversight, and then independence and user self-control, employee rights, and employment frame.
The objective analysis revealed a convergence in the framing methods of ethical AI use in the sample documents studied. The researcher also identified a slight variation in the prioritization of frames in the studied documents. Similar criteria dominated the ethical framing of AI in the sample documents. The researcher proposed a model for the institutional framing of AI sustainability ethics in public relations and strategic communication.
 
 

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