Business must adopt 'ethical approach' to AI - #AIinPR panel

The CIPR's Artificial Intelligence Panel (#AIinPR) has backed guidelines proposed by the European Commission that promote an ethics-driven approaches to AI.

The draft guidelines - published in December last year - set out a framework for establishing Trustworthy AI. In its response to the guidelines, the #AIinPR panel welcome efforts to avoid biases in AI algorithms that can prejudice the way machines and platforms learn and behave.

The response also calls on PR professionals adopt a leadership role to help businesses navigate the ethical challenges posed by AI. The final version of the EU Guidelines will be published in March 2019. 

Kerry Sheehan Chart.PR, MCIPR, Global Director of Communications, ABRSM (consulting), CIPR Artificial Intelligence Deputy Chair
Our reliance on AI in society is set to deepen giving rise to ethical issues as we turn over to algorithms in our homes, businesses and elsewhere.

PR professionals have a role helping organisations lay the groundwork for local codes of ethics in AI. It’s why the CIPR #AIinPR panel is supporting the guidance being proposed European Commission as a framework for promoting ethics driven approaches to AI.
Kerry Sheehan Chart.PR, MCIPR, Global Director of Communications, ABRSM (consulting), CIPR Artificial Intelligence Deputy Chair

The #AIinPR Panel recently announced its plans for 2019, which include a new website showcasing AI tools and a series of best practice guides on the use AI in PR.

Notes to editors

About the Chartered Institute of Public Relations (CIPR)
Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the Royal Chartered professional body for public relations practitioners in the UK and overseas. The CIPR is the largest membership organisation for PR practitioners outside of North America. By size of turnover and number of individually registered members, we are the leading representative body for the PR profession and industry in Europe.

The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).