Ethical Challenges in AI-Supported Content Creation and Management in EU Universities

The rapid evolution of Artificial Intelligence (AI) technologies, characterized by their self-learning capabilities, has transformative implications for society as a whole (Jones, 2023). The growing adoption of AI across different sectors, including education, has urged increased efforts from AI researchers, corporations, leaders and policy makers for the concerns about AI ethics and its risks towards human society (Brown, 2023; Duffy & Maruf, 2023; Future of Life Institute, 2023; Maslej et al., 2023). Some of the AI’s benefits include incremental efficiency in systems management and information, optimized service delivery, and solutions to challenges like public safety, among others. While the potential is great, there are risks to mitigate such as the negative impact on employment, ethical issues, privacy, values, intellectual property and fundamental rights (Celso Cancela, 2024). Due to the previous, governments are actively working for the creation of protocols and regulatory approaches to control the direct or indirect AI developments. This study explores the ethical challenges associated with AI-supported content creation and management within European Universities, focusing on critical risks such as misinformation and plagiarism to mention a few. By employing a theoretical framework grounded in applied social sciences and qualitative research, we provide a foundational understanding of the relationship between AI technologies and ethical considerations in the academic context. The analysis offers actionable insights for educational institutions to navigate these challenges and ensure ethical practices and integrity in content creation and management across the EU.