Share this Post

By Anthony Olabode Ayodele (Chart.PR)

Like other disciplines advanced via the digital age Artificial Intelligence is gradually becoming deeply embedded in Public Relations. As the discourse regarding the prevalence of A.I grows there is a need to increasingly examine the need for sound ethical practices regarding it. What we consider worthwhile in establishing an Artificial Intelligence API for (simply put, a platform of A set of tools that determines how software for a particular programme interact with each other to accomplish a given task) in most cases, is what is required and in demand - seeing the task in itself requiring duplication.

Artificial Intelligence tools, despite whoever uses them, must be ethical. The onus and burden of who is responsible if something goes wrong with their application in PR is gradually shifting from the doorstep of the manufacturer of the programme - alone - to that of the Media/PR Practitioner responsible for the A.I tool’s usages.

Let’s, for instance, look at the controversy that ensued during the last US Open held at Flush Meadows between Serena Williams and Naomi Osaka. A follow up decision to determine an A.I tool that could determine penalties in tennis matches along the lines of the decisions taken by the tennis court judge, Ramos Carson, could generate controversial results; due the ethical nature of certain decisions surrounding the match. Carson had, based on a thumbs up signal by Serena William’s Coach, Patrick Mouratoglou, ruled that the tennis star had been ‘coached’; an aspect of tennis that requires ‘communication’ of ‘instructions’ between coach and player.

The coach agreed he made the signal, but Serena argued that she wasn’t looking at her coach; had not seen the signal, and wasn’t ‘coached’. Judge Ramos did not actually establish communication between player and coach; he just established a signal. Since the coach didn’t shout, there is doubt a thumbs up would communicate anything meaningful during a fast-paced tennis match. It coincided with her turnaround point – when Serena was trying to rally back from behind against her opponent; any irritation or loss of concentration on her part at that point could hinder and break her resolve to do so. An A.I programme based on such a decision could detect signals similar to Coach Patrick Mouratoglou’s own. But applying the rule in the same manner as Judge Carson would be an unethical application since anyone could deliberately ‘signal’ to scuttle a tennis players’ chances.

Here is a working guide on what could help when it comes to what is ethically accepted in A.I and PR:

1) Will it stand the PR panel test? Or would there be wild controversies like in the example stated.

2) Is it fair to all? Would the manner A.I is used in, in each instance, be considered fair?

3) Would it endanger lives? Are human lives safe and protected by the application of the A.I programmes?

4) Does it give unfair advantage to one party? Is another party put at a disadvantage as a result of the A.I programme?

5) Can it be used in a vice-versa manner (The vice-versa rule)? Would the user of an A.I programme want it to be applied in the same manner regarding him or her?

The full article on the topic can be viewed on the author’s personal blog here

Share this Post

Comments 51

  1. After looking over a handful of the articles on your blog, I
    really like your technique of blogging. I added it to my bookmark webpage
    list and will be checking back in the near future. Please visit my website too and tell me what you think.

  2. Hmm is anyone else having problems with the images on this blog
    loading? I’m trying to find out if its a problem on my end
    or if it’s the blog. Any feed-back would be
    greatly appreciated.

  3. I was curious if you ever thought of changing the structure
    of your website? Its very well written; I love what youve got to say.
    But maybe you could a little more in the way of content so people could connect with it better.

    Youve got an awful lot of text for only having one or two pictures.
    Maybe you could space it out better?

  4. I am really inspired together wijth your writing skills and
    also with the format to your blog. Is this a paid subject or did yyou customize it yourself?

    Anyway keep up the excellent high quality writing, it is rare to see a
    great weblog like this onne today..

  5. It is perfect time to make some plans for the longer trm
    annd iit is time to be happy. I’ve learn this submit and if I could I want to
    counsel you few attention-grabbing things or tips. Perhaps you can wrote next articles regarding this article.
    I want to larn even more issues about it!

  6. Wow, marvelous blog structure! How lonng have you ever been running
    a blog for? you make running a blog glance easy. The entire look of our website is magnificent, as
    neatly as the content material!

  7. I’m not that much of a internet reader too bee honest but your blogs really nice, keep it up!

    I’ll go ahead and bookmark your website to coe back later.
    All thee best

  8. It’s perfect time to make a few plans for the future and it is time to be happy.
    I havee learn this submit and if I could I want
    to counsel you some interesting things or tips.
    Maybe you could write next articles referring to this article.
    I wish to read even more things approximately it!

  9. Greetings! This is my first comment ere so I juhst wanted to give a quick shout out and say I truly enjoy reading your articles.
    Cann you recommend anyy other blogs/websites/forums that deal with the same subjects?
    Many thanks!

  10. Hey there are using WordPress for your skte platform? I’m
    new to the blog world but I’m trying to get started and create my own. Do you requie any coding expertise tto make your own blog?
    Any help would be greatly appreciated!

  11. I want to to thank you for this wonderfful
    read!! I definitely loved every little bit of it. I’ve got you bookmarked to
    look at new things you post…

  12. Thanks on your marvelous posting! I certainly enjoyed reading it, you might be a
    great author. I will always bookmark your blog and will often come back sometime soon.
    I want to encourage you to ultimately continue your great writing, have a nice morning!

  13. Hello There. I found your blog using msn. This is a very well
    written article. I will make sure to bookmark it and come back to read more of your
    useful information. Thanks for the post. I will certainly comeback.

  14. Hey There. I found your blog the use of msn. That is an extremely neatly written article.
    I’ll be sure to bookmark it and return to read more of
    your useful information. Thank you for the post. I will
    definitely return.

  15. This design is steller! You most certainly know how to keep
    a reader amused. Between your wit and your videos, I was almost moved
    to start my own blog (well, almost…HaHa!) Wonderful job.
    I really loved what you had to say, and more than that, how you presented
    it. Too cool!

  16. Great bⅼog here! Aⅼso yߋur website loads սp
    fast! What web host are you using? Can I get
    your affiliate link to your host? I wish my website loaded ᥙp as quickly as yours lol

  17. Hey I know this is off topic but I was wondering if you knew of any widgets I
    could add to my blog that automatically tweet my newest twitter
    updates. I’ve been looking for a plug-in like this for quite some
    time and was hoping maybe you would have some experience with something like
    this. Please let me know if you run into anything.
    I truly enjoy reading your blog and I look forward to your
    new updates.

  18. Hey I am so thrilled I found your weblog, I really found you by mistake, while I was looking on Aol for something else, Anyhow I am
    here now and would just like to say cheers for a tremendous post and
    a all round entertaining blog (I also love the theme/design),
    I don’t have time to look over it all at the minute but I have saved it and also
    added in your RSS feeds, so when I have time I will be back to read much more, Please do keep up the great job.

  19. Pretty section of content. I simply stumbled upon your site and in accession capital to say that I acquire actually loved account your blog posts.
    Any wway I’ll be subscribing for your augment and even I achievement you get admission to consistently quickly.

  20. Whats up are using WordPress for your blog platform?
    I’m new to the blog world but I’m trying to get started and create my own. Do you need any html
    coding knowledge to make your own blog? Any help would be greatly appreciated!

  21. I really like your blog.. very nice colors & theme. Did you make this website yourself or did you hire someone to
    do it for you? Plz answer back as I’m looking to design my own blog and would like to know where u got this from.

    thanks a lot

  22. Thanks for another informative blog. The place else could I get that kind of information written in such an ideal way?

    I have a venture that I’m simply now working on, and I
    have been at the look out for such information.

  23. Definitely imagine that which you said. Your favorite reason seemed to be on the net the easiest thing to
    be mindful of. I say to you, I certainly get annoyed even as people think about issues that they plainly don’t know about.
    You managed to hit the nail upon the highest
    and also outlined out the whole thing with no need side-effects , other folks can take a signal.
    Will likely be again to get more. Thank you

  24. Hi, I do beliеve your site may be having internet browser ⅽompatibility issues.
    When I look at your blog in Safari, it looks fine һowever, wһen opening in IE, it’s
    got some overlapping issues. I simply wanted to provide you with a quick һeads up!
    Apart from that, wonderful blog!

  25. It’s actually a nice andd usseful piece of info. I’m satisfied thqt
    you just share this helpful information with us.
    Pleas keep us informed like this. Thank you for sharing.

  26. Excellent site you’ve got here.. It’s difficult to find high-quality
    writing like yours nowadays. I seriously appreciate individuals
    like you! Take care!!

  27. Hi! Do yߋu know if they make any plugins to safeguarɗ
    aɡainst hackers? I’m kinda paranoid about l᧐sing everything Ӏ’ve worked һard
    on. Ꭺny suggeѕtions?

  28. I like the valuable information you provide in your articles.
    I will bookmark your blog and check again here regularly.
    I amm quite certain I will learn many nnew stuff right
    here! Besst of luck for the next!

  29. Go᧐d day! I could have sworn I’ve been to this website before but after checking
    through some of the post I realized it’s new
    to me. Nonetheⅼess, I’m definitely happү I found it and Ӏ’ll be bookmarking and checking back often!

Leave a Reply

Your e-mail address will not be published. Required fields are marked *