MEPRA Introduces Eight Guidelines for Using AI

The Middle East Public Relations Association (MEPRA) has released a whitepaper on artificial intelligence (AI) applications in communication. Prepared by MEPRA’s AI Committee with assistance from ChatGPT, the whitepaper provides eight key guidelines on using AI effectively in the field of communications.^[1]  

The MEPRA AI Committee is comprised of a diverse group of industry professionals, including Ibrahim Al Mutawa, co-founder and managing director of Jummar PR; Tala Abu Taha, director of PR at Viola Communications; Andrea Gissdal, independent communications consultant; Natasha Hatherall-Shaw, CEO and founder of TishTash; Henry Jakins, SVP and Head of Brand & Business Marketing at First Abu Dhabi Bank; Joseph Nalloor, discipline lead at the School of Communications, Murdoch University Dubai; Kirsty O'Connor, regional director of innovation at Hill & Knowlton; Neda Shelton, SVP of Group Communications at Mubadala; Inka Stever, Professor of Practice at Zayed University’s College of Communication and Media Sciences; and Denise Yammine Chouity, director of operations at GREY Qatar.

The guidelines emphasize several important practices. First, clients should be fully informed about how and why AI is used in their projects, and if clients prefer not to use AI, it should be avoided. Media content should have minimal AI-generated elements or highlight them as AI-generated. Confidential data should be protected and not shared with AI platforms to mitigate risks to customer information. Additionally, all sources must be thoroughly fact-checked to prevent the dissemination of false information. The guidelines also highlight the limitations of AI compared to human capabilities, the impact of AI-generated content on individuals and society, and the need for users to stay updated with evolving regulations regarding AI systems.

MEPRA, established in 2021, aims to foster growth and build a sense of community among PR professionals. The organization’s efforts align with broader global initiatives to ensure the ethical and responsible use of AI. In March, the United Nations General Assembly adopted the first global resolution on artificial intelligence. This resolution, introduced by the US and co-sponsored by China and over 120 other nations, calls for the protection of human rights and personal data, monitoring AI for potential risks, and reinforcing privacy policies.

By releasing these guidelines, MEPRA underscores the importance of ethical AI use in the communications industry, aiming to support professionals in navigating the complexities of AI technology while safeguarding public trust and data integrity.

In March, the United Nations General Assembly adopted the first-ever global resolution on artificial intelligence. The resolution urges nations to prioritize safeguarding human rights, protecting personal data, and monitoring AI for potential risks.

Introduced by the US and supported by co-sponsorship from China and over 120 other nations, the nonbinding resolution also advocates for the reinforcement of privacy policies.