The Social Responsibility of AI: A Framework for Considering Ethics and DEI

Abstract

This chapter uses the case of Tay as a basis for exploring Artificial Intelligence (AI) and its implications for corporate social responsibility (CSR). We explore issues with AI in relation to two of Roome's (2005) CSR agendas – responsible business practices and consumer responsibility. Then, we build a framework for approaching AI that connects user and designer perspectives, pointing out key concepts and opportunities for public relations (PR) professionals to engage with both uses for and development of AI in the workplace. We point out the ability of AI, as a technology, to turn the action of connecting to publics from a front office to a back office endeavor. Also, we advocate for PR's need, as a field, to rethink potential changes resulting from the integration of AI into organizations which can affect PR practice at a fundamental level. Finally, we propose ways for PR practitioners, educators, and researchers to consider integrating this understanding of AI into their work.

Citation

Kampf, C.E. and Fashakin, O.K. (2021), "The Social Responsibility of AI: A Framework for Considering Ethics and DEI", Pompper, D. (Ed.) Public Relations for Social Responsibility (Communicating Responsible Diversity, Equity, and Inclusion), Emerald Publishing Limited, Leeds, pp. 121-133. https://doi.org/10.1108/978-1-80043-167-620211008