Algorithmization and Ethics: Transformation of pr in the Age of Artificial Intelligence

Abstract

The purpose of this article is to examine the current concepts of «algorithmic PR» and trace the evolution of key ethical guidelines that are being formed in the process of implementing the regulatory policy of the European Union, in particular, through the prism of the EU AI Act.

Research methodology. The methods of analysis, synthesis, generalization, and case studies were chosen as the main approaches to the research. To achieve the goal, a set of methods was applied: analysis of scientific concepts and ethical problems of integrating AI into PR; case studies to illustrate the integration of AI into the ethical and deontological framework of PR communications, identifying the boundary between effective algorithmization and manipulative practices, as well as strategies for using AI in the context of digitalization; synthesis to integrate case study conclusions, generalize information, and identify key trends in the PR industry; generalization to systematize data, formulate conclusions regarding the consequences of implementing AI, and provide recommendations. This approach allowed us to obtain a structured picture of current trends in the PR sphere and assess the ethical challenges that AI poses to social communications specialists.

Results. Based on the analysis of the latest reports of the European Communication Monitor and the works of leading scientists (A. Zerfass, О. Ihlen, A. Buhmann, F. Likely, L. Dühring, K. Berger, etc.), it has been proven that the integration of AI into PR is a profound transformation that requires a rethinking of professional values and the formation of a new ethical paradigm. This study focuses on the use of generative artificial intelligence by public relations professionals, highlighting its benefits, challenges, and ethical considerations based on empirical experience. It was found that PR specialists are actively integrating AI into professional activities, developing strategies that involve not only technological adaptation, but also a deep rethinking of the role of communication in shaping the digital space. The results highlight the key benefits and common challenges of using FDI in public relations practice. In addition, the study revealed various ethical problems identified by specialists in connection with the implementation of AI, identified key ethical dilemmas in the use of artificial intelligence, in particular regarding misinformation and false information, manipulation and hidden influence, intellectual property and professional identity. The main reason for their occurrence is the insufficient algorithmic literacy of PR specialists, as well as outdated ethical codes that require rethinking and refinement in accordance with the requirements of the times.

The scientific novelty consists in the systematization of the risks of the algorithmization of communications and the determination of the role of the PR specialist as an ethical verifier of reality in the «post-truth society».

Practical significance. The research findings can be used to develop national strategies for the development of the PR industry in Ukraine, taking into account the specifics of the domestic information space.

Key words: public relations, artificial intelligence, algorithmization, communication ethics, European school of PR, EU AI Act, strategic communications, disinformation.