Public Relations Practitioners' Adherence to Professional Ethics Regarding the Use of Artificial Intelligence Applications in Iraqi Universities

Abstract

This study aims to identify the extent to which public relations practitioners adhere to professional ethics regarding the use of artificial intelligence applications in Iraqi universities. The researcher conducted a field study on a sample of public relations practitioners distributed across the media and public relations departments and units at the University of Baghdad and the Iraqi University, which served as the study population. This research is descriptive, and the researcher adopted the survey method, using a questionnaire as the primary tool. The researcher conducted the study on the selected sample of  (31) individuals, distributed across all departments and units. Data and information were then collected, processed, categorized, and the results were drawn from them. The researcher concluded with a set of findings, including the public relations practitioners' commitment to not relying entirely on artificial intelligence applications in producing content that could mislead the public, and their adherence to ethical and professional standards and maintaining the confidentiality of information when using these tools. The recommendations include the necessity of maintaining the confidentiality of information when using artificial intelligence applications in accordance with ethical and professional standards in the field of public relations