Mixed methods analysis of communications professionals’ ethical considerations regarding generative artificial intelligence in professional practice

This study investigates the ethical use of Generative Artificial Intelligence (Gen AI) in communications. As Gen AI becomes more incorporated in communications, there is a need to establish ethical boundaries for professional use, but currently, there are no universal guidelines in place. Using frameworks including deontology and MADE, a cyclical framework that can be applied to developing Gen AI policy, this cross-sectional study examines how communications professionals define ethical Gen AI use and how these definitions impact their job performance. A survey was administered to 77 participants who work in advertising and related fields and use Gen AI. Qualitative thematic analysis identified two primary themes: 1) Ethical Concerns, which include issues like transparency and disclosure, and 2) Gen AI's Capabilities, which include the positives of Gen AI usage. The findings supported both research hypotheses: Communications professionals purport to prioritize transparency in ethical Gen AI use, yet there are no standards for what that looks like in practice. Definitions of the ethical use of Gen AI differ because of the lack of guidelines and regulations. Nonetheless, the findings indicate that professionals seek ways to incorporate Gen AI into their daily work and recognize ethical concerns regarding Gen AI. Those who are aware of ethical concerns are more likely to be transparent about their own Gen AI use. But there is a contradiction in the findings: Communication professionals are regularly using Gen AI but have concerns regarding ethical Gen AI use. This research addresses the gap between Gen AI advancement and ethical implementations in communications. It demonstrates how ethical principles occur in specific professional contexts. The findings address the need for standardized ethical guidelines for Gen AI usage. Implementing this standard will help mitigate ethical risks in professional Gen AI use.