Svetlana Stavreva is an analyst and researcher in public relations and communications.
Business spending on generative artificial intelligence (GenAI) could reach 143 billion dollars in 2027compared to $16 billion in 2023. The world’s largest companies should spend more than 40% from their core IT spend to AI-related initiatives.
When we talk about AI, we often talk about large-scale innovations and a constant push towards more advanced technologies. However, as we enter a new AI-driven era, these conversations must focus not only on what AI can do, but also on how it should be developed and implemented. work in society.
An ethical and responsible AI in the lead
There is a clear public demand for AI technologies to be developed with integrity, respecting moral values and principles. These concerns are not unwarranted. As AI technologies become integrated into the fabric of daily life, issues such as privacy, bias, transparency and accountability become crucial. The call for ethical AI is a call to ensure that these technologies are developed in a way that respects individual rights and societal values.
For example, it’s a big responsibility, but also an opportunity, for communications leaders to act as brand stewards, ensuring that their organization does what it claims to do. Assuming the company says its goal is to ensure reliable, ethical, and responsible AI development, here are some tips for PR professionals when introducing a new AI-based innovation:
• Ensure that key business stakeholders are well informed about this product or service. In other words, they need to understand why this particular innovation was developed, what algorithms were used (are they open?), what data is used and how it is used, and potential bias and privacy concerns have been resolved. Prioritize updating your newsroom, then implementing a comprehensive communications plan.
• All AI-generated content must be clearly identified.
• Solicit feedback from all stakeholders. To avoid misunderstandings, communications managers can consider holding regular feedback meetings, preferably face-to-face. This helps strive for sustainable brand performance while building trust.
• By addressing potential AI concerns, leaders can better ensure that AI innovations reflect broader public values and needs.
• Experts can use feedback to improve practices. Consider developing checklists and tools that help the broader PR community adhere to the same values and approaches when dealing with AI.
The need for strong regulation and policymaking
There is a need to develop strong regulations and policies. This highlights the role of governments and international bodies in creating standards and frameworks to guide the development and deployment of AI. Such measures are essential to ensure that AI technologies are safe, fair and beneficial to society.
For example, the European Parliament approved the AI law which guarantees security and respect for fundamental rights. It aims to protect fundamental rights, democracy, the rule of law and environmental sustainability against high-risk AI, while boosting innovation.
In the United States, as Congress deliberates on possible laws, several cities and states have taken proactive steps by enacting regulations that restrict the deployment of AI in certain areas such as police investigations. Additionally, President Joe Biden has ordered government agencies to review AI technologies for possible threats to national security or economic stability. All of this highlights the collective understanding that while innovation should be encouraged, it should not come at the expense of ethical considerations or societal harm.
Communications managers can help here. By leveraging our core competencies and integrating diverse capabilities, I believe we can effectively engage and educate the public, bridging the gap between regulatory expectations and industry capabilities. Through initiatives such as organized industry dialogues (already undertaken by some companies under the leadership of communications experts), we can contribute to the establishment of a regulatory framework that promotes innovation while preserving societal interests more wide.
Focus on technological advances and public awareness
Technological advancements are a determining factor for the future of AI. This highlights the need to continually innovate to make AI more efficient, more powerful and capable of solving complex challenges. It is also important to improve public awareness and education about AI. A critical aspect of integrating AI into society is the need to educate people about its potential, limitations and ethical use.
One of the biggest challenges here is that technological advances (especially those related to AI) often happen fast and furious, and we usually lack the time to understand and reflect on them in order to take meaningful actions that others could learn from it.
Here again, communications services play an important role – not to solve the problem entirely, of course, but to lead a concerted effort towards a collaborative approach in:
• Raise awareness.
• Establish an “alert system” to assess innovations and learning activities for wider stakeholders.
• Develop engaging content and use various partnerships with media and influencers to disseminate this knowledge.
The benefit of this approach is that when communications professionals initiate, lead and implement these types of activities, they build a framework that develops trust between the organization and its key stakeholders, helping to further combat against disinformation and fake news. An informed and educated public is crucial for responsible use of AI technologies.
Conclusion: a vision for the future of AI
There is a clear consensus on the importance of ethical considerations and responsible development in the AI sector. Although technological advances are recognized as essential, there is a strong need for these developments to be accompanied by ethical frameworks, regulatory oversight and an informed public.
As communications professionals, we have an important responsibility to shape and live a vision of the future of AI. It is a future in which AI not only pushes the boundaries of technological possibilities, but also does so according to principles that ensure its benefits are inclusive, sustainable and widely shared, and its risks are carefully managed. Together, we can navigate the complexities of the future of AI and ensure it is a force for good, promoting ethical standards and societal well-being.
This article is based on an investigation that I initiated. I am very grateful for the responses I received from people working in countries such as EMEA, USA and Asia.
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