Bridging The Ethical AI Divide

Ethics are intrinsically linked to corporate reputation. When it comes to AI, professional communicators should take the lead in ensuring their organisations use this new technology in line with the expectations of key stakeholders.

Professional communicators have a unique responsibility to understand both the capabilities and limitations of AI tools. By doing so, they can guide their organisations in making ethical choices that build trust. This involves asking critical questions about how AI applications align with organisational values and assessing potential risks to transparency, inclusivity, and accountability.

According to UNESCO, the rapid rise of AI technology raises “profound ethical concerns.”

“These [concerns] arise from the potential that AI systems must embed biases, contribute to climate degradation, threaten human rights, and more. Such risks associated with AI have already begun to compound on top of existing inequalities, resulting in further harm to already marginalised groups,” says UNESCO.

Understanding an organisation’s approach to AI is a crucial starting point. Some organisations are naturally embracing this new technology, leveraging its capabilities to ensure work is completed efficiently and to a high standard. Others are more cautious, hesitant to move too far ahead of the pack.

Communicators need to take the lead in these discussions. We play a vital role in facilitating organisation-wide conversations and bridging the divide.

By fostering open conversations within their organisations, we can address concerns, highlight success stories, and build confidence in AI’s potential when used responsibly. At the same time, we must remain vigilant, ensuring that enthusiasm for efficiency and innovation does not outpace ethical considerations.

Ethical questions are often challenging to address, and staying up to date with the latest AI applications is both difficult and time-consuming. Even keeping track of the latest generative AI tools that can assist professional communicators requires significant effort. However, to fully embrace their role as reputation managers, communicators must adopt a thorough and systematic approach to learning about, understanding, and questioning all forms of AI within their organisations.

According to the Global Alliance for PR’s Guideline Principles for AI, “Above all things, the utilisation of artificial intelligence in the global public relations and communication professions must be met with the same ethical rigor that all other elements of the professional practices are held.”

I’d argue that this ethical rigour should extend to all areas of an organisation’s operations.

 Ross Monaghan is Former Regional Chair, IABC Asia Pacific and a Communication Lecturer at Deakin University