AI Ethics in Public Relations: A Literature-Based Examination of Bias, Privacy & Accountability in Scholarly Discourse

Abstract

This paper investigates ethical issues of artificial intelligence (AI) within the field of Public Relations (PR), focusing on three interconnected dilemmas: algorithmic bias, data privacy, and professional responsibility. Based on a structured review of peer-reviewed literature, regulatory frameworks, and policy discussions, it offers a qualitative, interpretive analysis of how scholars and regulatory bodies perceive the ethical implications of AI adoption in strategic communication. The review pays particular attention to the Malaysian context, referencing the statutory frameworks such as the Communications and Multimedia Act 1998 (Act 588) and the Personal Data Protection Act 2010 (Act 709), and critically assesses aspects of the National AI Governance and Ethics (AIGE) Code, including its reliance on a voluntary framework. Results show increased awareness of AI's advantages in PR work, especially its use in media monitoring, which will be more effective and efficient in creating and curating content, as well as enhancing crisis communication. However, these benefits are offset by ethical risks. The literature consistently highlights issues like biased algorithmic behaviour, lack of transparency in decision-making, loss of human control, and weak protection of personal data. There is a notable gap between technological advancements and enforceable ethical principles, which is concerning regarding responsibility and transparency in AI-supported communication. Another weakness of the study is that it relies on secondary sources, which may be inadequate for forming a comprehensive picture of PR practitioners and the latest developments in the industry. Nonetheless, the analysis offers a valuable critique of how AI ethics are conceptualised in academia and regulatory discourse. Ultimately, the paper calls for more robust and context-specific regulatory frameworks and additional empirical research to explore how PR professionals encounter ethical dilemmas posed by AI in real-world practice. These insights aim to enrich academic debate and influence policymaking towards promoting responsible and accountable AI applications within the field of PR.

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