Name of code
Guidelines of the Austrian PR Ethics Council: Four Principles for the Use of Generative AI in PR [Leitfaden des österreichischen PR-Ethik-Rates: Vier Prinzipien zum Einsatz von generativer KI in der PR]
Originator of code
Austrian Ethics Council for Public Relations [PR-Ethik-Rat]
Country
Austria
Original language
German
Year of creation
2023
Type of code
PR
Main frame of accountability
Professional
Transparency
Public
Legal and regulatory context
Non-mandatory
Implementation and enforcement
Voluntary
Diversity
No
AI/automation
Yes
The use of AI is transforming the communications industry, improving efficiency and creating new opportunities for strategic work. The Austrian Ethics Council for Public Relations has released Guidelines for the Use of Generative Artificial Intelligence (AI) in PR. The guidelines focus on key aspects of professional communication, including transparency, factual accuracy, handling sensitive data, and bias awareness. For example, a four-eyes principle between humans and machines is recommended. The council will continue to address this topic in the future.
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