Whitepaper establishes ethical framework for AI integration in regional communication practices
Dubai: In a groundbreaking move, the Middle East Public Relations Association (MEPRA) has released the region’s first whitepaper on artificial intelligence (AI) usage guidelines. Developed by MEPRA’s AI Committee with support from ChatGPT, the whitepaper sets a vital benchmark for ethical, legal, and responsible AI integration in the communications sector.
A Milestone for Responsible AI Adoption
Margaret Flanagan, Co-Founder of Tales & Heads and Chair of MEPRA’s AI Committee, emphasized the whitepaper’s relevance to the evolving industry.
“Our goal is to optimize AI usage while protecting the integrity of the communications industry in the region. This framework ensures professionals are aware of the ethical and legal ramifications and their responsibilities to clients, media, and the public.”
She added that the guidelines would be continuously updated as AI technologies evolve, with MEPRA offering ongoing education and support for PR professionals.
Eight Core Principles for Ethical AI Use
The whitepaper introduces eight key principles for professionals integrating AI into their workflows:
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Be Honest and Open – Disclose AI usage transparently to clients and stakeholders.
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Be Responsible and Credible – Ensure AI-generated content is accurate and clearly identified.
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Respect Privacy – Handle data responsibly and comply with privacy laws.
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Get It Right – Verify AI-generated information using trusted sources.
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Treat Everyone Fairly – Avoid algorithmic bias and promote inclusive content.
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Keep It Real – Balance automation with human creativity and empathy.
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Think About People – Consider social impact and uphold ethical values.
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Keep Learning and Improving – Stay updated with AI trends and regulatory changes.
A Collaborative Industry Effort
The whitepaper is the result of collaboration among a diverse panel of experts from the PR, tech, and academic communities. Contributors include:
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Ibrahim Al Mutawa
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Tala Abu Taha
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Andrea Gissdal
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Natasha Hatherall-Shaw
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Henry Jakins
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Professor Dahlia Mahmoud
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Joseph Nalloor
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Kirsty O’Connor
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Neda Shelton
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Professor Inka Stever
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Denise Yammine Chouity
Their joint efforts helped deliver a comprehensive, forward-thinking document that addresses real-world scenarios and future risks.
MEPRA’s Commitment to Innovation and Ethics
This initiative is a clear demonstration of MEPRA’s proactive leadership in the digital era. The whitepaper aims to equip PR professionals with the knowledge to use AI responsibly while maintaining the trust of the public and stakeholders.
“As AI continues to reshape how information is created, shared, and consumed, MEPRA’s whitepaper serves as a trusted guide to align technology with professionalism, creativity, and ethical standards.”
