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While a myriad of issues have been raised regarding the operationalization of generative artificial intelligence (AI), the ethical use of AI has received much less attention. This paper proposes the ethical use of generative artificial intelligence (GAI) in line with the ethical advocacy concept based on marketplace theory for public relations and strategic communication (RA) and deontological concepts in implementing responsible artificial intelligence (RAI). The paper proposes to examine the use of GAI to extend theorizing of ethics and RA. Based on 21 interviews with strategic communication professionals with a variety of skill sets, this paper examines the challenges and opportunities with the use of GAI in strategic communication, specifically public relations but can be applied to the broader context of strategic communication. It provides a path forward for the ethical use of GAI by both strategic communication and public relations practitioners to adhere to minimum standards to safeguard the communications space. These standards are based on proposed updated definitions of access, process, truth and disclosure and clarifies the importance of their role in using RA in implementing responsible artificial intelligence (RAI) to improve both strategic communications counsel and overall, RAI policies and implementation in organizations.
Germinder et al. (Sun,) studied this question.