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Public relations organizations release guide to ethical AI use

The Canadian Public Relations Society and the UK-based Chartered Institute of Public Relations have released a guide to the ethical use of artificial intelligence in public relations. According to the groups, this is the first guide of its kind. The AI in PR Ethics Guide is intended to improve the ethical decision-making of algorithms and other automated tools to avoid harm to individuals by poorly-designed systems. It is also intended to increase the understanding of communicators and advisors regarding the uses and applications of AI. The guide cites real-life examples such as the CPRS Decision Tree and the Open Data Institute's Data Ethics Canvas.

“Artificial intelligence is quickly becoming an essential technology for public relations and organizational decision making,” said CPRS national president Victor Vrsnik. “Like any emerging technology, AI creates new tools and opportunities to work smarter and faster, but it also comes with its own risks and ethical dilemmas. The Ethics Guide to Artificial Intelligence in PR sets out to define the pitfalls of AI and offers up principles of professional practice to help you make the right call on any AI application.”

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