Leveraging Artificial Intelligence for Ethical Social Media Influencer Communication

Introduction

In the era of digital interconnectivity, social media has seamlessly integrated into the essence of our everyday existence, fundamentally altering how we communicate, establish connections, and navigate through extensive volumes of information. Artificial intelligence (AI) is the main driving force behind the development of social media platforms in this revolutionary environment. The growing need for efficient content management and improved user experiences has driven the development of artificial intelligence (AI) solutions. Content recommendation systems and other AI algorithms integrated into social media platforms are crucial for this change. These systems thoroughly examine user preferences, patterns of engagement, and contextual information in order to provide customized feeds and suggest pertinent material. Their flexibility improves user engagement by customizing material to meet individual needs. Moreover, AI explores user sentiments and engagement data, offering vital insights to enhance platforms and tackle problems such as malware or offensive content.

Notwithstanding the significant influence of AI, enduring obstacles and ethical considerations persist. Ongoing challenges arise from issues such as bias in AI tools, the spread of misinformation, and the possibility of unforeseen outcomes. Existing literature on the ethical implications of social media fails to address the ethical integration of AI into social media platforms within a theoretical framework. For example, Davies & Hobbs (2020), Hagelstein et al. (2021), and Hudders et al. (2021) examine the ethical implications of social media influencing within theoretical frameworks, but do not discuss the ethical dimensions of using AI tools in social media influencing. This book chapter seeks to fill this gap by examining the ethical aspects of incorporating artificial intelligence (AI) into social media, with a specific emphasis on the theoretical framework outlined in the Professional Code of Ethics of the Public Relations Society of America (PRSA).

The Public Relations Society of America (PRSA) has a crucial role in establishing ethical standards and advocating for responsible practices in public relations. PRSA, founded in 1947, is a professional association that advocates for the concerns and interests of communication and public relations experts in several sectors. PRSA is dedicated to promoting the profession and maintaining ethical standards. The PRSA Code of Ethics (Hunt & Tirpok, 1993) serves as a reliable instrument for professionals seeking to address ethical dilemmas with diligence and responsibility effectively. The PRSA Code of Ethics outlines key values and principles essential for maintaining ethical standards within public relations. As a comprehensive guide, it emphasizes the importance of accountability, truthfulness, and openness in communication practices. Furthermore, it underscores the professional obligation to conduct oneself with integrity, transparency, and a steadfast dedication to the welfare of the public. This code serves as more than a set of rules; it acts as a framework for practitioners to ensure ethical conduct in their interactions with various stakeholders. In an era where ethical communication is critical to the success of organizations, the PRSA Code functions as a benchmark to ensure that public relations practitioners uphold the ethical standard of society through the promotion of trust, transparency, and responsible communication methodologies.

The ethical implications of incorporating AI into social media influence are conceptualized within this book chapter using the PRSA Code of Ethics framework. By adhering to the ethical principles delineated in The PRSA Code of Ethics, the following research questions (RQs) seek to investigate the specific ethical aspects of AI integration by social media influencers:

RQ1: How do social media influencers maintain honesty and integrity in their communication practices when integrating AI tools into their content creation, and what impact does this have on audience trust and perception?

RQ2: To what extent do social media influencers openly disclose the use of AI technologies in their content, and how does this transparency influence audience perceptions of authenticity and trustworthiness?

RQ3: How do social media influencers ensure fairness in their AI-influenced content creation, particularly in terms of representing diverse perspectives and avoiding biases that may compromise the public interest?