The Chartered Institute of Public Relations (CIPR) has today published a new Best Practice Guide on the ethical use of artificial intelligence (AI) in PR.
The new guide – The Responsible Use of AI in PR – is available to both CIPR members and non-members, and translates the Global Alliance’s Venice Pledge into practical guidance, taking each of the Pledge’s seven principles and exploring the issues and dilemmas practitioners may encounter when applying them in practice.
It offers a practical checklist covering how to assess AI tools before use, what to consider when handling data, how to review outputs, the questions to ask before publishing AI-assisted or generated content, and the wider responsibilities involved in commissioning and deploying AI systems.
It is intended to be used as a reference when developing organisational AI policies, evaluating tools, or briefing teams and clients.
The guidance will be reviewed and updated periodically by the CIPR’s Professional Practices Committee (PPC) to reflect new developments in AI capabilities, emerging case law, and evolving professional standards.
AI is reshaping every profession and public relations is no different. What hasn’t changed is our obligation to integrity, accuracy, and working in the public interest. The Venice Pledge set out the profession’s commitment to the ethical use of AI. This guidance shows what that commitment looks like in practice, from the questions to ask before using a tool to where accountability sits when something goes wrong. Grounded in the CIPR Code of Conduct and the Pledge’s principles, this guide will help practitioners use AI with confidence and stay accountable for the work they put their name to.
CIPR President Farzana Baduel Chart.PR, Hon FCIPR
- Download the CIPR’s best practice guide on The Responsible Use of AI in PR. [Member download | Non-member download]
- Visit the CIPR’s AI in PR Hub for more resources, expert insight, and training courses on AI in PR and communications
