Ethical Tenets for Generative AI Work
At Rosica Communications, we recognize the potential and power of AI tools in public relations. To ensure that we leverage AI ethically and responsibly, we have established the following tenets of ethical guidelines. These guidelines aim to promote fairness, transparency, and accountability in our AI-powered PR activities.
Fairness and Equality:
- We commit to using AI tools that are designed and trained to be fair, unbiased, and impartial, treating all individuals and groups equally.
- We will not use AI tools to discriminate against any individual or group based on their race, gender, ethnicity, religion, age, sexual orientation, or any other protected characteristic.
Transparency and Disclosure:
- We will be transparent about the use of AI tools in our PR activities, clearly disclosing when AI is employed in content generation, data analysis, or decision-making processes.
- When communicating with the public, we will provide appropriate explanations about the role of AI and its limitations to ensure transparency and avoid misleading representations.
Accountability and Responsibility:
- We take responsibility for the outcomes of AI-driven PR activities and will be accountable for any potential harm caused by our actions.
- In the event of AI-generated content, we will review and validate it to ensure accuracy, credibility, and alignment with our clients’ values and objectives.
Human Oversight and Expertise:
- We recognize the importance of human judgment and expertise in AI-powered PR activities and will maintain a balance between automated processes and human involvement.
- Human professionals will oversee and guide AI tools, ensuring that their application aligns with our clients’ goals and ethical standards.
Continual Learning and Improvement:
- We will stay updated on the latest advancements, best practices, and ethical considerations related to AI tools in PR.
- We will continually evaluate and improve our AI systems and processes, fostering an environment of learning and adaptation.
Ethical Use of AI in Decision Making:
- We will use AI tools to augment our decision-making processes, considering ethical considerations and avoiding automated decision-making that may result in unjust or harmful outcomes.
Respect for Intellectual Property Rights:
- We will respect and adhere to intellectual property laws and regulations, ensuring that AI tools do not infringe upon copyrights, trademarks, or other protected rights.
Avoiding Misrepresentation and Deepfakes:
- We will not use AI tools to create or promote “deepfake” content or any form of manipulated media that may deceive or mislead the public.
Regular Assessment and Ethical Audits:
- We will conduct regular assessments and ethical audits of our AI systems, ensuring that they align with these ethical guidelines and comply with applicable laws and regulations.
- We will actively seek feedback from stakeholders, clients, and employees to address any ethical concerns or areas of improvement.
Data Privacy and Security:
- We will handle all data collected and processed by AI tools with utmost care, ensuring compliance with relevant data protection laws and regulations.
- We will implement robust security measures to safeguard the confidentiality and integrity of data throughout its lifecycle.
By adhering to these ethical guidelines, we aim to maintain the highest standards of integrity and responsibility in the use of AI tools for PR activities at Rosica Communications.