Ethical Implications of AI-Aided Decision-Making in Public Relations
Item type:Book Chapter
Author:Ly Le Tuong Minh, Le Viet Tho
Citation:Ly-Le, T.-M., & Le, V. T. (2025). Ethical Implications of AI-Aided Decision-Making in Public Relations. In C. Vaih-Baur, V. Mathauer, E.-I. Von Gamm, & D. Pietzcker (Eds.), KI in Medien, Kommunikation und Marketing (pp. 323–334). Springer Fachmedien Wiesbaden.
Abstract:This chapter discusses the ethical dimensions of public relations work in an age where decisions have been aided by artificial intelligence (AI). AI offers quicker data processing, more targeted audiences, and sparkling communication. Nevertheless, the integration of AI into public relations raises a slew of ethical issues regarding privacy, transparency, bias and accountability. Although some experts believe that AI will enhance our ability to act ethically, other experts argue that AI indeed has a ‘prejudice amplifier’ effect on existing prejudices and biases. The chapter uses theoretical perspectives from digital ethics, communication ethics, and AI moral philosophy to address this. It is expected that this chapter will provide comprehensive knowledge of all aspects relating to the ethical dimensions of AI-aided decision-making in public relations, based on prior research and theoretical constructs.
