Artificial Intelligence (AI) has dramatically changed the landscape of public relations (PR), allowing PR pros to analyze huge amounts of data, target audiences with precision, and even handle some tasks that were once purely human. But with all this power, AI brings a new set of ethical concerns that PR professionals must navigate. This is an excerpt from our chapter contribution to the book KI in Medien, Kommunikation und Marketing: Wirtschaftliche, gesellschaftliche und rechtliche Perspektiven, published by Springer Nature.
AI’s Role in Transforming PR
In PR, AI goes beyond data crunching. It helps professionals keep tabs on what’s trending, manage social media content, create personalized messages, and even respond to public inquiries. With tools that can handle tasks like sentiment analysis and media monitoring, AI offers valuable insights into how people feel about brands. During crises, AI can even assist teams in deciding how to respond by evaluating sentiment quickly and effectively.
As AI’s capabilities grow, some worry about where this is heading. While there’s no doubt AI improves efficiency and allows PR professionals to focus on strategy, it’s easy to wonder: How ethical is it to rely on a machine for decisions that can influence public perception?
Ethical Dilemmas with AI
The ethical issues around AI in PR are rooted in how AI gathers and uses data. Privacy and transparency are at the forefront, especially when people’s data is involved. For example, AI tools can process social media interactions to build detailed profiles of consumers, but using this information without clear consent raises ethical questions. How much data is too much? And do individuals know how their information is being used?
Additionally, AI has a “black box” nature—meaning, it can be difficult to understand how it reaches its conclusions. When PR professionals make decisions based on AI-driven insights, there’s a risk that the reasons behind those decisions are unclear. If the process isn’t transparent, it can erode trust between companies and the public.
AI and Bias: A Hidden Risk
One significant concern is that AI can unintentionally amplify biases. AI systems learn from data, and if that data reflects existing biases, the AI can perpetuate them. In PR, this is particularly risky, as it can affect how certain groups are portrayed or marginalized in media campaigns. For example, if an AI tool uses biased data to tailor messages, it might exclude or misrepresent certain demographics.
PR practitioners must ensure that AI-driven content doesn’t inadvertently reinforce stereotypes or social biases. Regular audits and using diverse datasets are necessary steps to help curb these risks.
Balancing Innovation with Accountability
While AI holds the potential to predict trends and handle repetitive tasks, it can also raise complex ethical issues. For instance, deepfake technology—videos that can make someone appear to say or do something they didn’t—has introduced another level of ethical concern. As these technologies become more realistic, they blur the line between what’s real and what’s artificially created, impacting public trust.
This calls for guidelines and regulations that govern AI usage in PR. Regulations like the European GDPR already require companies to protect personal data, and similar rules might soon apply to AI technologies to ensure they are used responsibly.
Building Public Trust in AI-Driven PR
In PR, maintaining transparency is key to building public trust. To achieve this, practitioners must clearly communicate how they use AI, explaining what data is collected and how it shapes their PR strategies. Public transparency can reassure audiences and create an atmosphere of accountability.
Moreover, engaging in open dialogue about AI’s role and its ethical implications with stakeholders can foster trust. It helps consumers feel confident that their data and personal experiences are respected, even in an AI-driven world.
Looking Ahead: Ethical AI in PR
As AI becomes more embedded in PR, ethical considerations should remain central. PR professionals must advocate for responsible AI practices, from conducting bias checks to following privacy laws. Collaborating with policymakers, tech developers, and ethicists is essential to ensure AI is used ethically and effectively.
The future of AI in PR is promising, but it comes with an ethical responsibility. By addressing these issues proactively, PR can use AI not just as a tool, but as a trusted ally that aligns with values of integrity and transparency.
Reference
Ly-Le, T. M., & Le, V. T. (2025). Ethical implications of AI-aided decision-making in public relations. In C. Vaih-Baur, V. Mathauer & E.-I. von Gamm (Eds.), KI in Medien, Kommunikation und Marketing [AI in media, communication and marketing] (pp. 323-334). Springer VS. https://doi.org/10.1007/978-3-658-46344-1_22