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]

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

Abstract

The use of AI is transforming the communications industry, improving efficiency and creating new opportunities for strategic work. The Austrian PR Ethics Council 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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