The aim of this paper is to examine whether the ethical principles of public relations – which derive from the theory of information and communication of prominent media ethicist Luka Brajnović – can be applied to the use of artificial intelligence in Church institutional communication. Brajnović’s principles of truthfulness, transparency, integrity, competence, loyalty and social responsibility partly coincide with the ethical principles of the “Rome call for AI Ethics” and could be sufficiently universal and applicable to the use of artificial intelligence in the institutional communication of the Catholic Church.
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Stanić et al. (2024) studied this question.
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