If creating content is your bread and butter – is using Artificial Intelligence (AI) tools ethical? This is a question we have been confronted with since the inception of ChatGPT as an AI tool specifically. For us, the short answer is yes – if you remember to use it in conjunction with common sense.

AI has emerged as a game-changer, offering solutions for everything from content creation to audience engagement. ChatGPT, a powerful language model developed by OpenAI, is a specific AI tool that has gathered special attention within the PR industry specifically. 

However, while ChatGPT can undoubtedly be a valuable asset, there are pitfalls that PR professionals must be mindful of when integrating it into practices.

Forgetting to use common sense:

ChatGPT excels at generating text based on the input it receives, but it’s important to remember that it’s not a substitute for human creativity and critical thinking. An overreliance on automation for content creation or communication can result in generic messaging that lacks the authenticity and nuance required to effectively engage with audiences. So when prompting ChatGPT, don’t rely on it solely without applying your mind.

Poor prompting can create problems:

ChatGPT works on the garbage-in-garbage-out principle. While ChatGPT is an expert at processing and generating text at an exceptional turnaround, it may not always fully grasp the context or intricacies of a basic prompt. PR professionals must exercise caution when using ChatGPT to ensure that the generated content aligns with the brand’s values, tone, and objectives by reviewing and revising prompts and by critically evaluating any content ChatGPT generates.

Ethical Considerations:

The use of AI in PR raises ethical questions regarding data privacy, consent, and transparency. Globalisation and the resulting advancements in technology have blurred the line between what is personal and what is public and the use AI in PR is adding to this complexity. 

I quite enjoyed this interview by PRCA Africa on what Privacy in PR really means for PR agencies and the advice they give their clients to manage data as reputation risk and how agencies themselves manage their own risks.

As PR professionals we must be mindful of how we collect, process, and utilise data when employing ChatGPT in campaigns. Additionally, we must be transparent with our audiences about the use of AI technology to maintain trust and credibility.

Legal and Regulatory Compliance:

Beyond ethics, legality is another consideration when using tools like ChatGPT. PR professionals must adhere to relevant legal and regulatory frameworks when using ChatGPT, particularly concerning intellectual property rights, defamation, and advertising standards. Failure to comply with these regulations could result in legal repercussions and damage reputations.

Vulnerability to Bias:

Like all AI models, ChatGPT is learning with each engagement and is therefore susceptible to biases present in the data it’s trained on. PR professionals must be vigilant in identifying and addressing any biases that may manifest in the generated content, particularly regarding sensitive topics such as race, gender, or socio-economic status.

It’s imperative to remember that ChatGPT is a tool and in that holds significant potential to be utilised by PR professionals – it is not a substitute for human creativity and critical thinking. With that being said, it’s essential to approach its use with caution and awareness of the associated pitfalls. PR Professionals should steer from an over reliance on AI tools and find the right balance to optimise PR processes to ensure we stay competitive and continue to produce authentic creative content across the industry.

At Decusatio Investor Relations, we understand the importance of clear and compelling communication in achieving business objectives. If you need help compiling compelling narratives and sharing your stories with stakeholders,, Contact us.