AI, Digital Ethics, and PR in Malaysia
Source: frontiersin.org
AI Usage and Digital Ethics in Public Relations
Artificial Intelligence (AI) has greatly improved Public Relations (PR). However, organizations still have concerns regarding the ethical implications. This study investigates how AI usage affects PR practices, specifically the mediating role of Digital Ethics.
Methodology
A cross-sectional quantitative approach was employed. Data was gathered using structured survey questionnaires distributed to PR professionals in Malaysia. Mediation analysis was conducted using SPSS and PROCESS macro-Model 4.
Key Findings
The results showed that AI usage significantly impacts PR practices. Also, Digital Ethics mediates this relationship, suggesting that ethical AI improves PR efficiency. This study bridges a gap in the literature by examining digital ethics in AI-driven PR.
Furthermore, the research extends Excellence Theory into an AI-driven ethical framework. The findings encourage organizations to incorporate strong ethical guidelines into their AI-based PR strategies. By understanding and implementing Digital Ethical practices, PR practitioners can boost productivity and protect their organizations from AI's ethical risks.