17 Steps Marketing And Comms Pros Can Take When Navigating AI Ethics

Reference: Visit website

Artificial intelligence has reshaped—and will continue to reshape—the marketing and communications fields as we know them. As the use of AI continues to rise, professionals must find a balance between innovation and responsibility, ensuring AI-driven content aligns with ethical standards and maintains consumer trust.

To help, Forbes Communications Council members recommend helpful strategies for navigating the complexities of AI ethics in marketing and communications. These insights will offer practical ways to uphold your brand's integrity while leveraging the advantages of AI tools.

AI should create better outcomes for both consumers and businesses, not just optimize processes. Marketers must ensure AI-driven interactions feel helpful, human and trustworthy—whether through personalization, accessibility or simplifying decisions. Businesses that use AI to enhance trust will build stronger relationships. Ethical AI isn't just about avoiding harm—it must serve people. - Rhodes Kriske , InvestiNet, LLC

Let your audience know when AI is used and ensure accuracy by pairing it with human oversight and interpretation. This builds trust and shows accountability. Ethical AI use isn't just about avoiding mistakes or streamlining work—it's about fostering credibility in an age of growing skepticism. - Christy Thompson , Milliken

Establish clear AI usage guidelines that prioritize transparency, accuracy and ethics. Proactively disclose AI's role in campaigns, such as content creation or customer interaction. Clear standards signal accountability and protect brand reputation, fostering credibility while setting an example for responsible innovation in a skeptical era. - Ryan Becnel , Energea

Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

Here's my take: Don't try to hide your AI use—people are smarter than you think. I always tell my team to be upfront about when and how we're using AI, just like how we dealt with the rise of social media metrics and automation. The minute you try to be sneaky about it, you've already lost trust. - Claire Vanessa Lim , Golin