AI Ethics Panel

Alex Zito

Andrea Gils, marketing and communications director at Hargrove Firm LLC, initiated the meeting with an introduction to OpenAI’s ChatGPT, highlighting the significance of prompt generation and the need for careful guidance in crafting prompts to generate useful outputs.

Linda Staley, corporate communications manager at Carilion Clinic, shared her experience with ChatGPT in the communications group at Carilion Clinic, using it as a brainstorming tool for generating headlines, speech outlines and research topics. She emphasized the importance of human oversight and the model's predictive capabilities, which make it seem like interacting with another person.

Michele Ewing, a public relations professor at Kent State University, echoed the sentiment of AI as a brainstorming aid, stressing the importance of transparency and data security. She discussed the challenges of ensuring the accuracy and bias-free content of AI-generated materials, advocating for critical thinking and human creativity in the process.

Ben Brugler, president and CEO of Akhia Communications, spoke about the initial oddity of using AI and the importance of adapting to its capabilities. He shared various applications of AI in his work and stressed the necessity of verifying the accuracy of AI-generated content. Brugler also highlighted the distinction between ChatGPT and Claude, favoring the latter for research and client communication.

Collective Insights on AI Use in Professional Settings:
- Ben Brugler talked about the slow adoption of AI in the industry, calling for greater usage among professionals.
- Andrea Gils mentioned using AI to create videos with digital avatars for internal communications and client briefings.
- Linda Staley advised on the inevitability of AI becoming a valuable tool for practitioners and stressed the importance of understanding its workings, limitations and potential.

Comprehensive Recap of AI Ethics Panel

The meeting covered a broad spectrum of topics related to AI ethics and its application in professional settings, focusing on communications and public relations. The panelists discussed their personal experiences with AI tools like ChatGPT and Claude, emphasizing the role of these technologies as aids in brainstorming, content creation and research. Key points included the need for human oversight to ensure accuracy and mitigate biases, the importance of transparency in AI use and the potential ethical implications of deploying AI-generated content.

Linda Staley shared insights from the PRSA's Board of Ethics and Professional Standards, highlighting the obligation of communicators to practice ethically and the guidance developed to navigate AI's ethical use. This includes verifying the accuracy of AI-generated content, being cautious with sensitive information and being transparent about AI tool usage.

Ben Brugler discussed the necessity of AI-proofing brands, focusing on crisis management, corporate consultation and the ethical responsibility of maintaining a human touch in communications. He emphasized the importance of educating oneself and clients about AI's potential impacts and opportunities.

Michele Ewing and Andrea Gils highlighted the importance of understanding and adhering to ethical standards in AI usage, pointing out the dangers of biases and the need for transparency and fairness.

The panelists agreed on AI's transformative potential in communications and public relations, urging professionals to embrace these technologies while maintaining ethical standards and human judgment. The discussion concluded on the note of AI's inevitable role in shaping the future of professional practices, underscoring the importance of proactive and informed engagement with these tools to leverage their benefits ethically and effectively.