All industries are trying to get to grips with artificial intelligence, and the ethical quandary it poses to businesses. As one of the sectors most exposed to AI, public relations is no different.
Over the summer, the Public Relations Institute of Ireland (PRII) published its AI guidelines to help PR professionals govern their use of AI and generative AI in particular amid widespread experimentation with the technologies.
Dr Eileen Culloty, Assistant Professor in DCU School of Communications and Deputy Director of the DCU Institute for Media, Democracy and Society, will speak at the PRII’s annual conference later this month.
Dr Culloty will present on the communication challenges posed by disinformation as related to the mainstreaming of generative AI and the rise of anti-democratic movements.
She identifies the PR sector as navigating the “grey areas” between truth and exaggeration or bias, and predicts that the difficulty will become more “acute” with AI’s potential for disinformation.
“I think PR practitioners need to be …