Ethical Challenges of Using Artificial Intelligence in Digital Public Relations Practices

Abstract

This study examines the ethical challenges associated with the use of artificial intelligence (AI) technologies in digital public relations practices in Libya, focusing on their professional and organizational dimensions and their impact on transparency, credibility, and privacy protection. The importance of the research stems from the increasing reliance of institutions on AI tools for analyzing audience data, producing digital content, and managing interactions, which necessitates the establishment of clear ethical frameworks governing the use of these technologies. The research problem lies in achieving a balance between the technical efficiency offered by AI and adherence to ethical values that protect audiences from violations and misinformation.

The study employed a descriptive-analytical methodology, and data were collected through a questionnaire administered to a purposive sample of 150 participants from 38 governmental, private, and media institutions in western Libya that use AI in digital public relations practices. The findings revealed that the vast majority of institutions rely on AI in areas such as audience data and behavior analysis, content management, automated interaction, and crisis prediction. At the same time, clear gaps were identified in professional awareness of ethical controls, alongside risks related to algorithmic bias, privacy violations, and the limits of professional responsibility.

The study concludes that it is necessary to develop specialized ethical codes for digital public relations, enhance professional training on the responsible use of AI, and establish regulatory and legislative mechanisms to ensure transparency and data protection. This framework contributes to the balanced utilization of AI, enhancing the effectiveness of digital communication while preserving professional and ethical values and strengthening trust between institutions and their audiences.