PROMISE & PITFALLS:The Ethical Use of AI For Public Relations Practitioners

What's inside:
The possibilities for creating content with emerging generative artificial intelligence tools are expanding rapidly. While new image generation tools (such as Dall-E, Midjourney, and Stable Diffusion) and voice generators (such as Murf and Listnr), as well as large language models (such as GPT-4 and Bard), may seem like they present unprecedented Standards & Practices issues, longstanding and established standards can continue to guide producers remarkably well.

Many of the issues presented by the latest generative AI services are in fact addressed by the existing PBS Editorial Standards. The standards rest on the core principle of independence, which requires that producers serve the public by never abrogating their fundamental editorial role to an outside party, including an artificial intelligence. If considering the use of such tools, producers are responsible for discussing with PBS Programming and Standards & Practices how doing so could further the educational public service mission and would align with the framework described.