Bulgarian Association of PR Agencies (BAPRA) adopted principles for the use of artificial intelligence in PR. Given the rapid development in this field, these principles have the potential to organize processes and assist in addressing ethical dilemmas among agencies and companies.
The document is an adapted version of The ICCO Warsaw Principles for the ethical use of AI in public relations ratified by associations that are members of the International Communications Consultancy Organization (ICCO), including BAPRA. They were developed and approved at the annual ICCO Global Summit and have already received positive feedback from professionals worldwide.
The principles are grouped into 10 categories, but the main ones are linked to transparency and the necessity of human intervention. It is important for PR specialists to declare when they are using artificial intelligence in preparing communication campaigns and materials and to ensure review by a professional who can correct and validate the respective material. It is also necessary to demonstrate respect for authorship and intellectual property. Content created by artificial intelligence must be personalized to match the channel's style and the characteristics of the audience.
The ICCO Warsaw Principles for the ethical use of AI in public relations are available here.