Table 4. A proposed AI ethics framework... | Emerald Publishing

Table 4.

A proposed AI ethics framework in communication and public relations

AI ethics principles	PRSA code of ethics	Descriptions of the AI ethics principles	Examples of coding excerpts from PRWeek
Truthfulness	Honesty	Truthfulness, or veracity, means that GenAI-generated content is accurate and truthful	“The platform [CisionOne]… helps users more quickly and accurately identify relevant news and trends …”
Authenticity	Expertise	Authenticity, related to credibility, refers to the trustworthiness or integrity of the information source or communicator	“'Chat GPT is inaccurate … google has accuracy problems, too … all of this highlights something marketers and communications professionals have always known: accuracy and trust matters above all else”
Respect	Fairness	Respect involves treating recipients and individuals involved in GenAI-generated messages with dignity by protecting their privacy and confidentiality, and obtaining informed consent	“Privacy, security, and AI: Although a hot topic … consumers are far more cognizant and concerned about where information is stored and what content they share”
Equity	Fairness	Equity refers to the fair treatment of recipients and individuals involved in GenAI-generated messages, such as ensuring the content provides sufficient information, tailored to their capacity and experience	“… AI portrait generator lensa oversexualizing female users as an example of how the technology can bring human biases front and center …”
Social responsibility	Advocacy	Social responsibility means ensuring that communicators of GenAI-generated messages contribute to social good, particularly by addressing AI-related security and safety issues	“We need to work to ensure that all sectors of society, including differences in gender, race, economic circumstances and more, are included and acknowledged when designing data sets and algorithmic systems”
	Independence
	Loyalty

AI ethics principles	PRSA code of ethics	Descriptions of the AI ethics principles	Examples of coding excerpts from PRWeek
Truthfulness	Honesty	Truthfulness, or veracity, means that GenAI-generated content is accurate and truthful	“The platform [CisionOne]… helps users more quickly and accurately identify relevant news and trends …”
Authenticity	Expertise	Authenticity, related to credibility, refers to the trustworthiness or integrity of the information source or communicator	“'Chat GPT is inaccurate … google has accuracy problems, too … all of this highlights something marketers and communications professionals have always known: accuracy and trust matters above all else”
Respect	Fairness	Respect involves treating recipients and individuals involved in GenAI-generated messages with dignity by protecting their privacy and confidentiality, and obtaining informed consent	“Privacy, security, and AI: Although a hot topic … consumers are far more cognizant and concerned about where information is stored and what content they share”
Equity	Fairness	Equity refers to the fair treatment of recipients and individuals involved in GenAI-generated messages, such as ensuring the content provides sufficient information, tailored to their capacity and experience	“… AI portrait generator lensa oversexualizing female users as an example of how the technology can bring human biases front and center …”
Social responsibility	Advocacy	Social responsibility means ensuring that communicators of GenAI-generated messages contribute to social good, particularly by addressing AI-related security and safety issues	“We need to work to ensure that all sectors of society, including differences in gender, race, economic circumstances and more, are included and acknowledged when designing data sets and algorithmic systems”
	Independence
	Loyalty

Source(s): Authors’ own work