The Ethical Role of AI in Public Relations: Navigating Bias, Responsibility, and Accountability

By Ariana Jones, Senior Manager, Golin Chicago

As AI technologies evolve, their impact on communication and brand perception grows, highlighting the need to address ethical issues like bias, representation, and accountability. At the recent Plank Summit at the WNDR Museum in Chicago, Golin was in the room as panelists explored how the industry can self-regulate, establish ethical guidelines, and ensure responsible practices as AI becomes more integrated into PR.

The Ethical Voice of PR

Dr. Tina McKorkindale, CEO of the Institute for Public Relations, highlighted PR's role as the "voice of ethics" within organizations. She emphasized that PR professionals are uniquely positioned to ensure AI is used responsibly and aligns with ethical standards. McKorkindale stressed the importance of data representation, noting that AI systems are only as unbiased as the data they are trained on. Many algorithms suffer from bias, excluding marginalized voices or perpetuating stereotypes due to non-diverse datasets.

Transparency in AI-Generated Content

As AI tools are increasingly used to produce social media posts, press releases, and more, PR professionals must disclose when content is AI-generated or assisted. With AI becoming more advanced, audiences may struggle to distinguish between human and machine-created content. Failing to disclose AI involvement could mislead audiences and raise ethical concerns, particularly around misinformation and the potential manipulation of public opinion.

Accountability for AI's Consequences

One of the most pressing issues raised during the event was the need for accountability. AI is often blamed when things go wrong, but the responsibility lies with humans, not machines. Given the political climate, we can assume that AI regulation isn't coming in the next four years. That means it's up to us-PR professionals, communicators, and technologists-to ensure that AI technology and the data sets it leverages, are diverse and representative of the communities we're reaching.

The Future of AI in PR: Key Areas of Growth

Looking ahead, experts predict that AI will continue to drive significant growth in three key areas of PR:

1. Personalized Engagement: AI's ability to analyze data and understand individual preferences will allow PR practitioners to engage audiences on a much more personal level. Tailored messaging, customized recommendations, and targeted outreach are all possible thanks to AI's capacity for processing vast amounts of information in real-time.

2. Tailored Communication Strategies: AI tools will enable PR professionals to create communication strategies that are specific to different segments of an audience. By predicting behaviors, preferences, and trends, AI will make it easier to craft messages that resonate deeply with people, rather than relying on one-size-fits-all campaigns.

3. Predictive Analysis: AI can also offer predictive insights, helping PR professionals forecast trends, anticipate audience reactions, and better prepare for crisis situations. With predictive analytics, brands will be able to stay ahead of the curve, adapting their strategies before issues escalate.

4. AI Literacy: The future of PR will require a deep understanding of how AI works, how it can be leveraged responsibly, and how to mitigate potential risks. PR professionals must invest in AI training and those who do will be better equipped to navigate the complexities of the AI-driven communication landscape and ensure they are using these tools ethically.

As AI continues to reshape the PR industry, the conversation around its ethical use remains crucial. From ensuring data representation and transparency to taking responsibility for AI's outcomes, PR professionals will have to step up to guide their organizations in the responsible use of AI tools. By doing so, they will not only drive more effective communication strategies but also foster a more inclusive, ethical, and accountable future for the industry.