Introduction. Our relationships with GenAI and the media: Testing the limits of transparency, trust and moral agency

We present the last part of this special issue on Use of Artificial Intelligence in Communication: Ethical Implications for Media. This editorial examines the role that humans should play in the responsible use of generative artificial intelligence (GenAI) in the media. It provides an overview of transparency as an ethical obligation in relation to trust and truthfulness when using GenAI to create different kinds of content. Finally, it enters into the debate about the moral status of machines as we anticipate ethical questions in the study of ethics and GenAI in the media. Six articles complete this special issue with studies examining implications of GenAI for semiotics research, public relations, advertising, fact checking, information literacy and journalism education.