Harmonizing Innovation and Ethics: An Exploration of AI-Driven Public Relations Practice at Daystar University, Kenya

Abstract

Research indicates that Artificial Intelligence (AI) is here to stay, with a blend of AI and human insight. AI is revolutionizing how organizations in Kenya engage with their audiences, offering tools for enhanced personalization, sentiment analysis, real-time responsiveness, and data-driven decision-making. However, this technological shift presents a critical challenge: maintaining engagement and authenticity. AI use raises pertinent ethical issues, including chatbots, disclosure of AI use in content creation, misinformation, algorithmic bias, privacy concerns, transparency, disinformation, and information security, all of which can erode trust between the organization and its publics. Guided by utilitarianism, this qualitative study explored the use of AI in the Public Relations Department at Daystar University (DU), one of Kenya’s leading universities. Using a qualitative exploratory research design, the study conducted in-depth interviews with five purposively sampled professionals in the Corporate Affairs Department, where Public Relations is housed, and analyzed the data using content analysis. Qualitative content analysis of a chatbot was also conducted. Findings revealed that the DU PR department staff use AI tools individually, as no ethical framework exists to support the official use of AI. Tools include engagement, content creation, email-related, chatbots, and meeting management tools. The staff derives benefits like refined writing, better event coordination, and easier stakeholder engagement, among others. However, ethical challenges exist, such as plagiarism, misinformation, unsupported ideas, a lack of a human interface, and bias. Because AI offers many significant benefits, it is imperative that PR units develop ethical frameworks and organize training for their employees.