Strategies Used by Public Relations and Communications Executives to Implement Ethical Use Standards for AI

Public relations and communications executives’ (PR&C) ineffective artificial intelligence (AI) strategies to develop and apply ethical frameworks for AI implementation can negatively impact organizations’ brand reputation. Grounded in AI4People and stakeholder theories, the purpose of this qualitative pragmatic inquiry project was to identify and explore the effective AI strategies PR&C executives used to develop and apply ethical frameworks for AI implementation while maintaining their organizations’ brand reputations. The AI4People’s ethical principles are complementary to the principles of stakeholder theory and used together they supported the constituent interests. The participants were six PR&C executives who used effective strategies to develop and apply ethical frameworks for AI implementation while maintaining their organization’s brand reputation. Data were collected using semistructured interviews, public websites, and relevant public documents. Using thematic analysis, five key themes were identified: 1) Strategic and Ethical AI Integration, 2) Human-Centric Integration of AI in PR & Communications, 3) Protecting Brand Integrity Through Responsible AI Use, 4) Framework, Privacy, and Risk Mitigation, and 5) Transparency and Stakeholder Communication. A key recommendation is that PR&C leaders should build human-centered governance systems before implementing AI technologies to protect ethical standards and ensure stakeholder protection. The implications for positive social change can include the potential for corporations to create information ecosystems that provide consumers, employees, and affected communities with more precise and trustworthy information while promoting equity.